The Great Food Journey
We helped Birds Eye reach half-a-million children and position themselves as the pea experts with families.
Birds Eye wanted to position themselves as the pea experts with families and educate children about the nutritional benefits of this humble vegetable as part of their 65th anniversary celebrations.
We worked with Birds Eye to create The Great Food Journey which engages children and families with the journey and lifecycle of peas from field to fork. We used a number of channels to reach schools including distributing half a million pea seed packets to participating schools so that children could experience the food journey themselves. The seeds were supported by content on a dedicated microsite including growing and harvesting interactive videos 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.
More food producers should follow this idea.
A lot of parents are enjoying your resources. Especially growing the seeds with their children.
We are keeping pea diaries to see whose peas grow the tallest! What a great resource!