Celebrating the Great British Pea!
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Celebrating the Great British Pea! On behalf of the British Growers Association, Hatch was tasked with raising and refreshing the profile of the Yes Peas! Campaign – to champion the Great British Pea.
Increase demand, awareness and understanding of frozen peas amongst consumers via creative ongoing PR campaign and a dedicated press office function.
To inspire and continue to change perceptions of peas from a meal accompaniment to a main meal ingredient.
Raise awareness of the benefits of frozen peas - value for money, nutritional, heritage.
Raise awareness of the numerous ways to cook with peas.
Increase online engagement with the campaign
The PR campaign focus is on increasing consumer awareness of the Yes Peas! campaign and bringing to life existing resources. Using assets such as consumer newsletters, extensive recipe and image bank, and Celebrity Chef ‘Peas ambassador’ Rachel Green with new PR content to highlight the versatility, flavour and nutritional benefits of frozen peas. Driving increased demand for the product by inspiring our targets (family/mums) to use frozen peas as an ingredient.
The campaign drives third party endorsement via creative PR content that links to key calendar occasions such as Picnic and BBQ Week and harvesting season with in field press visits with radio and TV to showcase the brilliant Pea farmers hard at work.
Hatch uses creativity and the news agenda to maximise engagement via media coverage, on and offline, contributing to increased SEO/traffic to the Yes Peas! website and social channels utilising #yespeas and applying new features and blogger interaction.
To further raise Yes Peas! profile, a programme of fun and inspirational standout PR campaigns will be implemented including a ‘Young Pea Chef’ competition to target wider media channels across 2015 and 2016.
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