In February 2010 and 2011, Covent Garden Soups and the British Heart Foundation teamed up for the charity's 'National Heart Month'. They came together and created a soup which would be 'good for the heart'. This included making sure that the nutritional traffic lights; Fat, Sat Fat, Sugar and Salt were all green/low as such the creation has come to include Tomatoes, Vegetable and Lentils. This became Covent Gardens 'Soup of the Month' for February and because of its popularity this soup still continues to have a presence on supermarket shelves.
For both February 2010 and 2011, Covent Garden pledged £10,000 of the soups sales to the British Heart Foundation and with prices at only £1.99 I'm not surprised it flew off the shelves with 500,000 cartons being sold already.
This is a creative and innovative way to support the British Heart Foundation, Covent Garden is one of the, if not the soup retailer for Britain and by allowing the public to gain something when donating to charity, something just as simple as a bowl of soup, that I feel is when charitable marketing is at its best.
