Our Discerning Diners campaign, which was the centrepiece of New Covent Garden Market’s worldwide outreach to mark our 50^th anniversary in Nine Elms, has won its second prestigious award, coming first in the B2B category at the PRCA Dare Awards.

Part of a campaign expertly curated and executed by PR & Marketing agency Sunny Side Up – the stars of the Discerning Diners show were pygmy hippo Amara and a family of Western Lowland gorillas at ZSL London Zoo, who munched photogenically on premium quality vegetables delivered by NCGM catering supplier County Supplies on the morning of 11^th November, 50 years to the day since New Covent Garden Market opened its doors.

The brilliant photos helped the campaign gain amazing traction across five continents and achieve a global reach of 4.5 billion, with the story behind our great market used every time the animals’ images were published.

Pictured top are Zoe Ward-Waring of Sunny Side Up and Tommy Leighton of NCGM, who accepted the award at the Sheraton Grand, Piccadilly.

Thank you to PRCA for a great night and to the very discerning judges of the Dare Awards for recognising our campaign. Congratulations to the other finalist B2B campaigns, which were Ross Kemp Behind Bars, Chaos ‘Architects of Change, Million Dollar Pipeline, Beyond Coverage to Actively Influencing the Future for 5G and Breaking through the noise: how Nscale became Europe’s AI hyperscaler.