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PVGA Yes Peas! PR campaign

PVGA Yes Peas! PR campaign

Background.

The campaign arose out of the desire of British pea growers and freezers to raise the profile of the vegetable and increase sales nationally. The campaign was coordinated through PVGA (Processed Vegetable Growers Association, Louth, Lincolnshire). Yes Peas! began six years ago (there had been an earlier campaign but it was targeted at schools and the catering industry.) with a press launch and cookery demonstration at Divertimenti Cookery Theatre, London.

Challenge

The vegetable had an unglamorous image and was perceived by most as ‘something to have on the side of the plate’.

It was agreed that its image needed to be changed and that it should be seen as nutritious, versatile, convenient and pure.

Strategy and Implementation

Yes Peas! logo designed to convey bright, bouncy and friendly image. This has been applied to letterheads, website, caps, polo shirts, logo bugs, plastic carrier bags, recipe cards.

Recipe development has been a key plank of the Yes Peas! campaign, to show the public what a great ingredient peas are.

Development chef is TV chef Rachel Green who has come up with a portfolio of new recipes on different themes each year with her own first-class styling and photography by top photographer Michael Powell. She has fronted up the campaign on many occasions, along with Martin Riggall, Chief Executive of PVGA and Tim Mudge, Commercial Manager, PVGA, in numerous radio interviews and TV appearances.

The website, peas.org,  has been completely overhauled to have a fresh, modern and magazine-style appeal. Work has been done on search engine optimisation, to raise the site up the rankings and the recipes are now in a easy to access database.

The world’s first-ever pea recipe book was published, a collection of some of the campaign’s recipes. More than 100,000 have now been distributed in a variety of ways, via magazine inserts, at Food Fairs, via supermarkets and electrical retailers and via internet requests

Yes Peas! has had a stand for two years running at the BBC Good Food Show, the UK’s largest consumer food event, to give an opportunity to meet the public, offer tastings and distribute recipe books.

Nutritional analysis of peas commissioned to highlight health benefits (and also to develop a pea detox diet).

 High levels of folic acid were revealed, hence forging a relationship with Tommy’s the baby charity, the UK’s leading pregnancy healthcare charity. ‘Happea Faces’ took place last year, an online auction of faces by celebrity mothers, sold in aid of Tommy’s. Relationship now in its second year.

Results

The logo now has a high level of recognisability.

The recipes have been published over and over again in numerous national and regional publications, from BBC Good Food Magazine, Fresh, Hello! Slim at Home, Natural Health etc etc. This providing inspiration to the consumer and also an opportunity to run the web address as credit, thus driving more traffic to the site.

Website traffic has increased steadily since the redesign.

The Yes Peas! book has proved enormously popular, more than 100,000 already distributed, and has also attracted considerable publicity in its own right. Eg appearance on Channel 5’s Cooking the Books.

BBC Good Food Show presence highly successful – 8,000 samples of peas handed out, and nearly 20,000 recipe books.

In 2007, Yes Peas! won Consumer Marketing Campaign of the Year, Grower of the Year Awards

2007-8, just under £700,000 AVE achieved from the year’s media coverage.

AJR
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