Peter the pea

HIDE AND PEA-K

As part of the Birds Eye campaign, Birds Eye ran a competition in Radio Times. The concept was to find all of the peas to win a prize. During my time at Immediate Media, it was my job to design what this competition would look like. I decided to create a character for the campaign to inject personality into the competition and also to appeal to all ages of the family to get involved through a fun hide-and-seek across the magazine. I worked with the editorial teams at Radio Times as well as the sales team at Immediate Media to secure stakeholder buy-in before creating concepts for approval.

Peter the Pea was born and ended up a success; he ran for several years before his retirement. He also secured a shortlist at the AOP Digital Publishing Awards back in 2018.

Shortlisted: Best creative solutions lead/branded content

Peter was featured as part of a larger campaign for Birds Eye which ran across Radio Times, Good Food and Olive magazines, you can check out the campaign below.

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