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Birds Eye

We helped Birds Eye position themselves as industry experts with young people and their families


Birds Eye wanted to promote their work in quality pea production to UK families as part of their 65th anniversary celebration. National Schools Partnership worked with them to create The Great Food Journey.


  • Position Birds Eye as the pea experts
  • Educate families about the nutritional value of peas
  • Support Birds Eye’s wider 65th anniversary celebrations


The Great Food Journey follows the journey of peas from field to fork. We distributed pea seeds to participating schools so that children and families could experience the food journey themselves. The seeds were supported by growing and harvesting video footage as well as curriculum-linked lesson activities. To amplify the programme we ran a competition featuring Birds Eye mascot, Clarence the Bear, and co-ordinated a school visit from celebrity ambassador, Patsy Kensit.


  • 89% of parents considered Birds Eye to be the pea experts after the programme
  • 79% of parents felt the programme increased children’s awareness of the nutritional value of peas
  • 85% of parents believed their children understood the pea growing process after The Great Food Journey
  • Engaged circa 500,000 children with pea seed distribution
  • The Great Food Journey secured 79 pieces of media coverage
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