New Covent Garden soup company and pudding company Farmhouse Fare have jointly launched their first on pack promotion, with a £500,000 farm as the prize.

The promotion was created for the two brands by FMCG marketing agency Toucan.

The competition is being featured in New Covent Garden’s biggest ever national TV advertising campaign. The £2.5 million campaign will run throughout November.

You can view the ad on New Covent Garden's YouTube channel at www.youtube.com/user/NewCoventGardenSoup

In addition to one consumer being able to win half a million pounds, there are also 50 pairs of Joules Wellington boots to be won.

To enter, consumers simply enter a code found on-pack at a dedicated website, www.winafarm.co.uk. The special packs will be available from early November, with the competition closing on January 31st 2012.

Nigel Parrott, marketing director of Daniels Group, which owns New Covent Garden and Farmhouse Fare, says he expects the promotion to “attract huge numbers of new consumers to both brands.”

Packaging features a cow, sheep and rural farmhouse, and should create “real stand-out on shelf,” Parrott adds. “It instantly gives consumers an image of the new lifestyle they could have if they were to win the prize.”

The promotion will appear on New Covent Garden soup packs in the Classics, Seasonal Editions and Soups of the World ranges, and on Farmhouse Fare 500g Luxury Sticky Toffee Pudding and Luxury Sticky Chocolate Pudding packs. It will also appear on New Covent Garden’s November Soup of the Month, Rich and Rootiful.