The new Covent Garden Soup Company aims to capitalise on peak winter demand for soup with the launch of a £1m radio and poster campaign. The campaign with the strapline Get Fresh with the New Covent Garden Soup Company' will run in two burst ­ one in November and one in January. The fresh soup brand will support the campaign with through the line activity, including in store promotions. Marketing director Kate Raison said: "We believe that the investment in our first radio advertising campaign will help to make sure that the New Covent Garden Soup Company is front of mind during the key soup selling season." {{P&P }}