RANGE REVIEW: MERCHANDISING & POS
PECKISH ‘COLOUR IN YOUR GARDEN’ CAMPAIGN RETURNS TO TV SCREENS
Peckish, the leading wild bird food brand from Westland Horticulture, is reinvesting in its highly successful ‘Colour In Your Garden’ media campaign, inspiring the public to support nature this season.
T
he brand is investing over £½ million in this latest media campaign, which celebrates the public’s love of
nature, and has secured a series of both TV and national print press advertising slots, delivering four months of continuous activity, from November 2024 to February 2025. Peckish has long been committed to investing in driving awareness and category participation within the wild bird feeding category, and its media campaign is targeted to reach over 65% of 55+ adults in the UK. The campaign launches this month (November 2024), starting with high visibility print titles such as the Daily Mail, the Times and the Daily Telegraph.
The print advertising will drive
awareness of the campaign prior to its TV spots, which will include channels such as Sky, C4 and ITV3 throughout January and February 2025. Through these combined activations, the multi-platform campaign is anticipated to reach more than 6 million consumers, with a focus on promoting the brand’s Complete Wild Bird Seed Mix.
The creative brings to life the vivid colours wild birds bring to gardens during the grey winter months, featuring encapsulating footage of the nation’s favourite
celebrate the nation’s love of nature and inspire the public to choose the best quality wild bird feed to help keep birds happy and healthy during those cold, winter months. “We are also very committed to supporting our retail partners, and so have developed a collection of eye-catching point of sale that captures consumer attention and aids recall in-store. With both on and off fixture options to choose from, there’s plenty for retailers to take advantage of, that help to encourage link sales whilst highlighting seasonal lines to maximise sales from the media investment.”
wild birds. The campaign aligns to the peak sales period, where often freezing temperatures encourage the public to support wild birds, as well as the time of year when many consumers seek cosy family time in front of the television. To extend its reach, the brand will also be partnering with social media influencers to raise awareness of its Complete Seed Mix – a unique 12 seed blend that’s packed with energy and nutrition, which attracts a wide variety of colourful birds to gardens. Complementary digital activities will help sustain consumer interest and support year-round category engagement.
Aligning with Peckish’s wider mission to support nature, the
Complete Seed Mix is packaged in 100% recycled paper packaging, so retail partners and their customers can feel good about feeding wild birds with the brand’s feel good food.
Kirk Rothwell, Brand Manager, for Peckish, commented: “The ‘Colour In Your Garden’ creative was incredibly well received in its first year, results far surpassed our expectations, and we were thrilled to also win the GIMA award for Best Multi-Channel Campaign. As a result, this year we’ve decided to extend the campaign to include a selection of national print newspapers to help drive further awareness and engagement. We wanted our creative to truly
HENRY BELL SUPPLIES YORKSHIRE GARDEN CENTRES
Yorkshire Garden Centres customers will now have their choice of the very best Henry Bell Wild Bird Care products as the brand becomes a leading category supplier for the Bradford-based business, which operates six garden centres across North and West Yorkshire. A comprehensive range of Henry
Bell Wild Bird Care feeds, hardware and accessories will be available at each of the company’s independent garden centres in Tong, Tingley, Otley and Bingley, along with the York and Scarborough operations it acquired in February this year.
26 DIY WEEK NOVEMBER 2024
Yorkshire Garden Centres is a new member of the Tillington Group, which is served by Henry Bell as part of an exciting 12-month primary supplier contract for a fourth consecutive year. Plans are currently under way
to merchandise the centres, with members of the Henry Bell team working to roll out an attractive and effective shopping environment for customers. “We are delighted to supply
Yorkshire Garden Centres with our vibrant and extensive range of products,” said Henry Bell Wild Bird Care Commercial Director Tony
Clare. “We have some tremendous new additions, innovations and premium quality feeds to showcase in-store, and we are confident that they will prove incredibly popular with both centre staff and consumers.”
Phil Hemmings, Yorkshire
Garden Centres Garden Sundries & Christmas Buyer added: “We are looking forward to stocking the Henry Bell Wild Bird Care collection and can’t wait for the merchandising re-lays to be completed. Henry Bell is a great brand with products that deliver on both quality and value,
Peckish believes in products that
are naturally good both inside and out. So when your customers are looking to attract small colourful birds to their gardens, you can rely on Peckish. Speak to your account manager or order via the Westland Live platform to ensure you’re stocked up with Peckish products ahead of the campaign’s launch.
Find out more about Peckish at
www.peckishbirdfood.com In common with all Westland products, Peckish Bird Care can be ordered 24/7 via Westland Live, and frequent top-ups are easy as part of a Westland weekly delivery. Scan here to login in or sign up.
and we are confident that they are going to prove extremely popular with our customer base.”
www.diyweek.net
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