To mark 65 years of growing and nurturing vegetables, Birds Eye is going back to its roots and offering the nation the opportunity to give growing a go.
The frozen food brand has re-launched its Field Fresh vegetables range and is currently running a free seed on-pack promotion, available in stores now.
Patsy Kensit who first starred in Birds Eye’s pea advertisements in 1973, has been brought on board to help celebrate 65 years of heritage and product.
Six million packs of Field Fresh vegetables, steam bags and peas will carry a special code, allowing customers to apply for a free pack of pea, sweet corn and carrot seeds and to grow at home.
Matthew Blackmore, Senior Brand Manager at Birds Eye, said:
“Through our new on-pack promotion we want to encourage families to try growing their own vegetables at home.
“This is so they can see, first hand, the care and attention required to grow wonderful peas which are picked and frozen within hours to lock in nutrients and flavour.
“Birds Eye has 65 years’ experience of growing vegetables and the new ad really brings to life our dedication to peas with a humorous spin.
“No Birds Eye ad would be complete without Clarence the Polar Bear, who in this instance, sacrifices himself for the good of the peas, nicely summing up the campaign.”
Consumers can claim their seeds, by entering their unique code on www.facebook.com/birdseye, where Birds Eye will also be offering top tips from their vegetable growing experts, plus there will be prizes up for grabs for the best pea growing stories and images.
Aged just four years old, Patsy Kensit starred in her very first Birds Eye ad.
40 years later the brand is reuniting with Patsy to mark the 65th Birthday of their first pea harvest.
Patsy will play the role of ambassador for Birds Eye’s Grow Your Own initiative, sharing her own pea growing efforts and tips.
Patsy Kensit said of her involvement with Birds Eye:
“Birds Eye is a brand that is very close to my heart, as I worked on their pea ad when I was just a child.
“I am really delighted to be reunited with them again all these years on and helping them to celebrate 65 years of delivering quality choice for families.
“Birds Eye peas are a very important part of teatime in my home, so I’m looking forward to spreading the word about the fantastic Grow Your Own campaign and getting the nation growing.”
To coincide with the on-pack promotion, Birds Eye is also extending the Grow Your Own campaign into schools, sending over half a million packs of pea seeds to schools across the UK as part of a new education programme developed with the National Schools Partnership.
Birds Eye’s aim is to teach children where their favourite teatime meals come from by taking peas back to their roots and growing them from scratch.
This targeted education programme will be extended later in the year to also cover fish and poultry.
‘Grow Your Own’ will feature on a number of Field Fresh packs, including:
Field Fresh Country Mix, Green Beans, Select Mixed Veg and Sweetcorn (all 750g, RRP £1.99)
New Steam packs: Tender Green Medley Steamers, Hearty Farmhouse Steamers, Super Sunshine
Steamers, Classic Garden Steamers (all 540g, RRP £1.99)
Garden Peas: 1.52kg, 480g and 900g (from RRP £1.25)