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07 December 2018

The Challenge:

  • Drive demand and sales for frozen peas during the harvest via a standout activation

The Solution:

  • Hatch launched Great British Pea Week to put peas firmly on the calendar and provide an annual occasion to celebrate peas
  • During Great British Pea Week, we took peas to London for the first year, opening a Pop-Up Pea Café – a café serving only pea recipes to media and the public
  • Live streamed our series of behind the scenes #harvestcam videos to visitors
  • Worked with chef ambassador, Rachel Green to serve delicious recipes championing frozen peas
  • We wrapped our very own Pea Ice-cream Tricycle and took to the streets of London visiting media houses serving pea and mint ice-cream, including Country Life, Homes and Gardens, Ideal Home, Woman’s Own, Woman & Home, Daily Mirror, Sunday Mirror, Delicious. Magazine, Cosmopolitan, Best, Country Living, Prima, Good Housekeeping, BBC Good Food
    and BBC Easy Cook.

Outputs

  • The Pop Up Pea Café was attended by 1,200 guests, who sampled pea recipes, engaged with the campaign and took away collateral
  • Over 40 pieces of coverage with over 7 million opportunities to see, including The Grocer, BBC Good Food, Daily Express, the Londonist, The People’s Friend, Fresh Produce Journal and Farmer’s Guardian
  • The #harvestcam videos received an incredible 82k views on social media
  • The #GreatBritishPeaWeek hashtag achieved over 5 million timeline deliveries and nearly 3 million reach, including posts by BBC Good Food, Delicious and Great British Food Magazine