Peckish wins GIMA Best Multi Channel Marketing Campaign
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GIMA Awards 2024 - Colour In Your Garden
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Peckish Colour In Your Garden
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Peckish, the leading wild bird food brand from Westland, is thrilled to announce its ‘Colour In Your Garden’ campaign won the ‘Best Multi Channel Marketing Campaign’ award at GIMA.
Launched on TV on Christmas Day in 2023, the ‘Colour In Your Garden’ campaign celebrates the public’s love of nature and the vivid colours wild birds bring to gardens during those grey winter months.
The campaign reached 25 million consumers, targeting the ABC1 over 55s demographic, and aligned to the peak sales period, where often freezing temperatures encourage the public to help keep birds fed, as well as the unique time of year when families flock to their sofa to enjoy their festive TV favourites.
The campaign utilised liner TV, video on demand, social media activations, press and in-store executions to drive awareness and category participation. The creative aimed to raise awareness of Peckish Complete Seed Mix – a unique 12 seed blend that’s packed with energy and nutrition, which attracts a wide variety of birds to gardens.
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.
The GIMA award win comes weeks before ‘Colour In Your Garden’ returns to TV screens this winter. The campaign relaunched in November 2024 with print advertising in high visibility titles such as the Daily Mail, the Times and Daily Telegraph. The print advertising drives awareness of the campaign prior to its TV spots, which will include channels such as Sky, C4 and ITV3 throughout January and February 2025, delivering 4 months of continuous activity.
Peckish is also very committed to supporting retail partners, and 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.