The extensive campaign, comprising of TV, national and specialist press aims to pull new consumers into regular bird feeding, opening up the category and driving sales. It will be supported by digital and social media promotion through Westland’s websites, Facebook and Twitter channels.
Reaching over 28 million consumers nationwide, the campaign will promote an opportunity to ‘bring more birds to the table’ with Peckish products. The campaign is being held after extensive research completed by Westland Horticulture, the company behind the Peckish brand, revealed there are many potential bird feeders who could be reached through mass media advertising.
Rachael Dickinson, senior brand manager for Peckish said: “By investing in the sector through advertising, we want to ensure those consumers build up a loyalty with the Peckish brand, which is specifically designed to attract new consumers to feeding birds.”
The TV campaign began on 6 January and will include TV advertising slots on ITV, Channel 4, Channel 5 and children’s favourite, Channel 5 Milkshake Show. The campaign has also been supported by press advertising in both national and specialist publications, such as The Telegraph, The Times, BBC Gardeners’ World and Bird Watching Magazine.
The new advert can be seen on www.peckishbirdfood.com