The Peckish brand is investing over £0.5 million in this latest media campaign, which celebrates the public’s love of nature, and has secured a series of both TV and national print press advertising slots, resulting in four months of continuous activity, from November 2024 to February 2025.
Committed to driving awareness and wild bird feeding participation, the media campaign is targeted to reach over 65% of 55+ adults in the UK. The campaign launches this month (November 2024), starting with high visibility print titles such as the Daily Mail, the Times and the Daily Telegraph.
The print advertising aims to drive awareness prior to its TV spots, which will include channels such as Sky, C4 and ITV3 throughout January and February 2025. Through these combined activations, the multi-platform campaign is anticipated to reach more than 6 million consumers, with a focus on promoting the brand’s Complete Wild Bird Seed Mix.
The creative brings to life the vivid colours wild birds bring to gardens during the grey winter months, featuring encapsulating footage of the nation’s favourite wild birds. The campaign aligns to the peak sales period, to encourage support for wild birds, as well as the time of year when many consumers seek cosy family time in front of the television.
To extend its reach, the brand will also be partnering with social media influencers as complementary digital activities to help sustain consumer interest and support year-round category engagement.
Aligning with Peckish’s wider mission to support nature, the brand’s Complete Seed Mix is packaged in 100% as the brand believes in products that are naturally good both inside and out.
Kirk Rothwell, Brand Manager, for Peckish, said: “The ‘Colour In Your Garden’ creative was incredibly well received in its first year, results far surpassed our expectations, and we were thrilled to also win the GIMA award for Best Multi-Channel Campaign. As a result, this year we’ve decided to extend the campaign to include a selection of national print newspapers to help drive further awareness and engagement. We wanted our creative to truly celebrate the nation’s love of nature and inspire the public to choose the best quality wild bird feed to help keep birds happy and healthy during those cold, winter months. We are also very committed to supporting our retail partners, and so have developed a collection of eye-catching point of sale that captures consumer attention and aids recall in-store. With both on and off fixture options to choose from, there’s plenty for retailers to take advantage of, that help to encourage link sales whilst highlighting seasonal lines to maximise sales from the media investment.”