Birds Eye Australian Grown – Our Pea Challenge!



Only Thrive can turn the humble pea into a talking point amongst the media!  Following appointment by Bird’s Eye, we got creative as part of our pledge to get more Aussie families to put Birds Eye Field Fresh peas on their plates.


Thrive was tasked to build consumer awareness of Birds Eye’s newly packaged Australian grown vegetable range featuring local Birds Eye farmers and new Australian Grown logo.


A high impact seven-week PR campaign was developed to generate interest in the launch of the new packaging and further leverage Bird’s Eye sponsorship of Channel Seven’s Australian Open coverage. Campaign components included media relations, hosting media families to a pea farm in Tasmania and product activations on Australia Day.


High impact media opportunities were secured, including Channel Seven, for a Birds Eye celebrity cook off which aired on Australia Day.  Hosted by popular presenter Tom Williams, the segment featured former AFL stars Matthew Richardson and Cameron Ling cooking a Bird’s Eye pea-inspired dish.

Standout media relations efforts meant the Birds Eye Field Fresh brand and products were exposed to a national combined audience of over 3.4 million people with editorial value of media coverage exceeding $350k.




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