Peckish launches Colourwatch to drive wild bird category growth
Peckish, the UK’s No.1 bird food brand*, has announced the launch of ColourWatch, an engaging new campaign designed to celebrate the joy of feeding wild birds while supporting new consumers entering the category. The initiative combines education, customer rewards and national data collection to help shoppers feel more confident about the birds visiting their gardens.
From the 5th January, Peckish ColourWatch invites consumers to visit a dedicated website, select the colour of the bird they’ve spotted, and instantly view a shortlist of likely species, complete with images, behavioural insights and feeding suggestions. The platform aims to remove uncertainty for those unfamiliar with bird identification, encouraging them to participate more actively in bird feeding. At the same time, the aggregated sighting data will help experts build a clearer picture of bird activity and population trends.
Alongside learning more about garden wildlife, shoppers can also gain entry into a prize draw with a chance to win a range of high-value rewards, including a UK staycation worth £2,500, LED TVs and Canon cameras. The closing date for the prize draw is 31st July 2026, and there’s no purchase necessary to enter.
To maximise consumer awareness, Peckish will support ColourWatch with a Prime Video Ad Pause campaign, using static creatives to promote both the initiative and its prizes. Additionally, the brand is utilising in social media advertising with video and static creatives to further drive awareness of the campaign. ColourWatch will run in tandem with Peckish’s award-winning ‘Colour In Your Garden’ above-the-line campaign, returning to TV for a third consecutive year from 5th January, celebrating the vibrancy and joy that wild birds bring to the nation’s gardens.
In-store, the ColourWatch branding will feature across key products within the Peckish wild bird food range, including:
- Peckish Complete Seed Mix 1.7kg
- Peckish Complete Energy Ball 6-pack and 50-pack refill box
- Peckish Extra Goodness Energy Balls 12-pack.
- Peckish Extra Goodness 50 Nuggets
Retailers will also have access to a suite of point-of-sale materials to help drive visibility and engagement on and off fixture in store.
Kirk Rothwell, Brand Manager, Peckish, commented: “ColourWatch embodies what Peckish stands for - making wild bird feeding accessible, enjoyable and rewarding. By helping new shoppers understand the birds visiting their gardens, we hope to inspire long-term participation in the category while supporting wider knowledge of UK and Irish bird populations, as well as offering a selection of great prizes up for grabs. We’re excited to partner with retailers to bring this campaign to life and encourage more people to experience the joy of feeding wild birds.”
In common with all Peckish products, the ColourWatch promotional products 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. To benefit from the in-store POS and display units contact your Westland Account Manager.
*Gfk volume data, October 2024 – September 2025