Which brand was the first to appear in neon lights in Piccadilly Circus, London?

Piccadilly Circus is a road junction and public space of London's West End in the City of Westminster, built in 1819 to connect Regent Street with Piccadilly. In this context, a circus, from the Latin word meaning "circle", is a round open space at a street junction.

Piccadilly Circus is close to major shopping and entertainment areas in the West End. Its status as a major traffic junction has made Piccadilly Circus a busy meeting place and a tourist attraction in its own right. The Circus is particularly known for its video display and neon signs mounted on the corner building on the northern side, as well as the Shaftesbury memorial fountain and statue which is popularly, though mistakenly, believed to be of Eros.

The earliest signs used incandescent light bulbs; these were replaced with neon lights and with moving signs. The first Neon sign was for the British meat extract Bovril.

Bovril is the trademarked name of a thick, salty meat extract, developed in the 1870s by John Lawson Johnston. It is sold in a distinctive, bulbous jar. Bovril is made in Burton upon Trent, Staffordshire; owned and distributed by Unilever UK. Bovril can be made into a drink by diluting with hot water, or less commonly, with milk. It can be used as a flavouring for soups, stews or porridge, or spread on bread, especially on toast in a similar fashion to Marmite and Vegemite.