Birds eye
One HAp-pea client
During my time at Immediate Media, we pitched for Birds Eye three times and won every time. We ran seasonal content across Easter 2017, Christmas 2017, and Easter again in 2018. The campaign objective was to bring Birds Eye Petit Pois to the centre of your seasonal meals via bespoke recipes which hero’d the product, static and video content, and double-page spreads across Good Food, Olive Magazine, and the legendary Radio Times.
It was my role to brief and guide the food stylists’ direction on the recipes, taking into account what the client was expecting, mood boarding, and art-directing the three campaigns, as well as creating double-page spread designs across the three magazines. On the shoot days, I worked with two food stylists, Ellie Jarvis and Katy Mclelland, and Sarah Birks on the props, and photographers Tom Regester, Adrian Lawrence, and Videographer Ross Shepherd.
The campaign was so successful that it has consistently rebooked with the company after my departure, and it was shortlisted at the AOP Digital Publishing Awards in 2018.
Shortlisted: Best creative solutions lead/branded content
A secondary aspect to this campaign was the creation of ‘Peter the Pea’ who featured heavily in Radio Times across Easter and Christmas, you can check out the success of the campaign here.
“This partnership was well thought out, with our target audience, the Radio Times and selected digital channels being like peas in a pod.”
“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.”
A mood board sent to the client before the shoot
Final layout featured in BBC Good Food April 2017
Birds Eye Minted smashed Petits Pois | 1.1M Video views
Birds Eye Warm ham hock salad | 1.8M Video views
