BIRDS EYE PEAS ‘POP’ BACK ON SCREENS WITH NEW AD CAMPAIGN

•  Birds Eye brings back its iconic ‘pop’ in the launch of a new advertising campaign for its Garden Peas and Petits Pois
• The campaign highlights the love and expertise that go into creating the best quality peas
• Birds Eye’s new ad centres on family mealtimes, and the nutritious goodness which their peas provide

Birds Eye has popped back onto screens for its much-loved frozen peas, bringing back the iconic ‘pop’ in a new ad celebrating love, care and family mealtimes.

Made famous in 1973 by a young Patsy Kensit, ‘Peas Go Pop’ was a hit with the British public and has since remained an iconic piece of TV onomatopoeia.

The ad, which aired on Monday 19th February, is part of a £4.2m media investment, including above the line and social.

The new ad follows the journey of the pea from farm to fork – from its humble roots, being nurtured by generations of dedicated Birds Eye farmers – to being served for dinner at the kitchen table.

Picked at the perfect moment to ensure the highest levels of sweetness, quality and nutrition, Birds Eye peas are full of surprising goodness.  A source of Vitamin C and rich in protein, Birds Eye peas are an easy, healthy mealtime choice for the whole family. For generations Birds Eye peas have been a household favourite, with the brand seeing growth of 6.2% [Nielsen ScanTrack, 12 w/e 30.12.17] in the last quarter due to a rejuvenated brand image and a trend towards eating more vegetables.

Steve Challouma, Birds Eye Marketing Director, comments: “Continuing with the momentum of our previous “With Love from Birds Eye” campaign, the advert aims to enhance the love families have for the teatime favourite, and remind them of the health and nutritional benefits of frozen peas.

We wanted to bring the iconic Birds Eye ‘pop’ to a new generation of consumers who love our peas. The Birds Eye ‘pop’ became a household sound in the seventies and is an iconic, recognised symbol of the taste and goodness that is unleashed every time a Pea is harvested. It allows us to bring a key piece of British brand heritage back to life for modern audiences.”

The ad can be viewed here: https://www.youtube.com/watch?v=N_K9M0D4DAA&feature=youtu.be

*Vitamin C contributes to the normal function of the immune system

**Protein contributes to the maintenance of muscle mass