We’ve only gone and won it!!

Along with our PR and Comms agency partner Sunny Side Up, New Covent Garden Market was victorious last night in the #B2BCreativity category in the PRmoment Awards 2025.

The award recognises the ingenuity and successful implementation of our communications campaign to celebrate the milestone 50th anniversary of our move to Nine Elms.

Achieving an incredible global reach of more than 4.5 billion, the campaign told people in all corners of the world the world that New Covent Garden Market has been feeding and flowering the London for five decades – with discerning customers at luxury British institutions like Harrods, Claridge’s and from the capital’s top Michelin starred restaurants to the Royal Households…

…and the animals of London Zoo.

The coup de grace, which helped us to spread the word so far and wide and also win this award was photography captured at London Zoo on November 11th 2024, the morning of the 50^th anniversary of the market’s relocation to Nine Elms. Western lowland gorillas and a pygmy hippo at London Zoo tucked into a bumper breakfast of fresh vegetables and greens supplied by market wholesaler and catering supplier County Supplies.

Zoe. of Sunny Side Up shows off the award last night

With the expert help of Sunny Side Up, our campaign went viral across national and international media, with New Covent Garden Market catching the attention of a worldwide audience. With over 530+ pieces of coverage, our milestone anniversary also generated headlines like: “‘London’s best-kept secret’ and 'Inside the $1.1 billion midnight market that fuels Harrods, Claridge’s and the capital’s Michelin-starred restaurants.”

Tommy Leighton, NCGM’s press officer, said: “This is not just an award for the PR and comms effort, but another moment that puts the market firmly in the spotlight and reaffirms our importance to the food and floral supply chains across the South East. The London Zoo photographs were just a small part of the whole 50^th anniversary occasion, in which so many of the tenants at the market played an active part, but what an amazing impact our hippo and gorilla friends made for us!”

And Giles Roddy, Head of Engagement, Covent Garden Market Authority, added: “The photographs were so evocative that they were published across every region of the UK and in at least 20 countries and at least five continents. That’s just what we could trace online – and every time they were published, the full press release went in alongside them. It really was an unprecedented period of exposure for the market and we’re working hard now to keep that momentum going.”