Peckish has launched a sponsorship campaign on Channel 4.
The brand, owned by Westland, announced last month that it would be sponsoring the Channel 4 Weather bulletins as part of wider plans to boost brand awareness and the wild bird card market.
The ‘Love Every Bird’ campaign, which will expose the Peckish name to 10.4 million viewers, aired for the first time on New Year’s Day and will run through to the end of February. The campaign aims to encourage people to feed wild birds by focusing on the concept of capturing simple moments of joy in the garden.
The adverts will air in both the lunchtime bulletin and the evening slot, exposing the brand to viewers of the 8pm prime time TV programmes that are among the highest viewed on the channel.
Rachael Dickinson, senior marketing manager at Westland, said: “Sponsoring the Channel 4 weather is a first for any company in our sector, demonstrating our commitment to the brand and to raising the profile of the wild bird food market.”
The sponsorship is supported by national press activity across weekend newspapers and digital engagement with an extensive social media campaign planned alongside targeted YouTube advertising. For retailers, there are also new promotional and marketing opportunities such as pallet deals and new point-of-sale materials to further entice customers and help drive volume sales.