Birds Eye has launched a new campaign to ‘educate the nation’ on biodiversity as it highlights its efforts to protect nature through its sustainable farming processes.
The ‘Peas For Bees’ campaign will run across TV, Digital, PR, in-store and on-pack, in a bid to raise awareness around the importance of sourcing food sustainably.
According to Birds Eye, biodiversity loss currently stands at an estimated global level of 100 to 1000 times higher than the naturally occurring background extinction rate. Agriculture is currently responsible for 60% of global biodiversity loss.
“With estimates indicating the global population will reach almost 10 billion by 2050, manufacturers face a challenge in how to source food sustainably to feed the growing number of people, without destroying biological diversity,” the brand said.
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As part of the promotion, the frozen food brand will give consumers the chance to win one of 20,000 wildflower seed boxes and “take protecting biodiversity into their own hands”. Once shoppers buy a Birds Eye Garden Peas or Petits Pois product, they can enter the on-pack-promotion by taking a photo of the pack and uploading it to instantly discover if they are a winner.
“Shoppers are increasingly looking for brands that make a positive impact on the planet, and at Birds Eye we are committed to playing our part in helping solve the biodiversity crisis,” Birds Eye, head of agriculture operations, James Hopwood, said.
“Through the ‘Peas For Bees’ campaign, beyond highlighting what we are doing as a company to actively replenish biodiversity, we want to highlight to shoppers the importance of it for their futures, and the future of the planet, and what they can do themselves to safeguard our food chain.”
“We want to inspire our shoppers to protect biodiversity through growing wildflowers, which in turn provide habitats for bees, butterflies and other pollinators.”
The on-pack promotion will be available in Tesco, Sainsbury’s, ASDA, Morrisons, Co-op and Waitrose from 2 May until 10 June.
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