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Immediate rebrands Birds Eye as the ultimate Easter product through cross-platform execution

The campaign was just in time for Easter, to inspire and promote the readers to get creative with their cooking using Birds Eye Petit Pois

“This partnership was well thought out, with our target audience, the Radio Times and selected digital channels being like peas in a pod.”
-Pete Johnson, General Marketing Manager, Birds Eye

THE CAMPAIGN:

With a crowded market and constant pressure from cheaper products, Bird’s Eye KPI was to stamp their authority on Easter, persuade the audience that its quality was worth paying more for, and finally to make the nation fall in love with peas again. 

Peter the Petit Pois

Immediate’s publication, Radio Times, was “the place to be” in regard to accessing the target audience of ABC1 women and empty nesters. In order to win the hearts and minds of the readers, Petits Pois (deriving from French, translating in small pea) was brought to life. A cute, lovable character that would work as a mascot and capture the audience’s attention through provoking their imagination.

EXECUTION:

The whole idea started with both audience and food insight. With over 40 m recipe searches a month, Immediate used their extensive search knowledge, combined with trend and seasonal analysis to develop their campaign content.

1. Six Easter pea recipes were shot at Immediate’s in-house studio. From canapes to tasteful sides, the versatility and loveliness of Birds Eye Petit Pois were portayed. Both images and film were taken to be pushed on multiple platforms.

Peter the Petit Pois

2. Those platforms included print formats across Radio Times and BBC Good Food.

3. Video content was also created and distributed at scale using highly targeted data segments across the multiple premium brands of Immediate and Birds Eye platforms

4. Social media also played an important role on the content’s visual distribution. When it comes to the videos, Immediate and Bird’s Eye focused on guarantee completed views as they were confident on the quality of the content they produced

5. ​Finally, Peter, the mascot of Petit Pois was taken to the Radio Times Editorial team and was integrated throughout the Easter issue of RT. Woven within the editorial, Peter was hidden 27 times throughout the magazine, leading the readers to a competition of spotting him and getting the chance to win a weekend getaway.

RESULTS:

The partnership was a huge success, in reach and engagement KPIs, and also played a key part on some notable uplifts in sales of Petits Pois.

  • 1.1m +organic video views across Immediate in just 2 weeks
     
  • Average video completion rate of 22%
     
  • 1.36m dwell time on native recipes
     
  • 1.66% CTR on recipe pages
     
  • The videos saw great engagement for Birds Eye across their own platform, including the most watched video ever for them on Facebook with over 4.4m views.
     
  • Birds Eye saw huge uplifts in sales including Birds Eye Petits Pois growth (Nielsen Value Sales, 8 w/e 20/05/17) +48.6%
     
  • The success of Easter led to a repeated, extended Petits Pois partnership between Immediate and Birds Eye at Christmas 2017, which also saw strong results, helping some significant annual uplifts for Birds Eye.
Peter the Petit Pois
Peter the Petit Pois