S-pea-ding ahead
Article Type: Food facts From: Nutrition & Food Science, Volume 39, Issue 6.
The award-winning Yes Peas! campaign storms into another year “This has been a really successful year”, says Tim Mudge, Commercial Manager at PVGA, coordinators with Kenyon Communications of the Yes Peas! campaign, run on behalf of the pea growers and freezers. “We continue to increase our coverage year after year”.
“Yet again, we have managed to surpass the previous year's AVE, and in 2008-2009, hit a very satisfying £1.85m worth of coverage with a budget of only £42,000. Not only has pea consumption been increased, but now,they are regarded as an important ingredient in many different cuisines and not just a vegetable on the side of the plate”.
The campaign featured in numerous national and regional publications with recipes created by TV chef Rachel Green, now synonymous with the campaign, and photography by Michael Powell.
More than 70,000 copies of the Yes Peas! recipe booklet were distributed this year, which brings the total number to more than 170,000. The book was also featured on Have I Got News For You, which attracted a great flurry of interest and considerable traffic to the www.peas.org website.
“Plans have now been agreed for 2009-2010”, says Tim Mudge.“There will of course be a new clutch of recipes from Rachel, which forms the core of the activity, and all sorts of other exciting projects. These run from sponsoring the Peasenhall Festival, which celebrates the British love of peas, for the second year running (Peasenhall in Suffolk is reputed to be where the Romans first cultivated peas in Britain), to working with Lincoln University to develop a range of tools and images for our website”.
For more information, contact Kenyon Communications on 01673 828764 or caroline@kenyon-communications.com
