The colour in your garden campaign is underway!
Latest news from Peckish bird food...
Red Brick Road have created a new brand platform and fully integrated campaign for Peckish bird food.
A launch 30” TV spot, which aired on Christmas day, is timed to remind people of the importance of feeding wild birds, especially in the cold winter months. And because Peckish is made with a quality mix of sustainably sourced seeds it will naturally help attract more and varied birds. The creative idea therefore invites people to “colour in their garden with Peckish” and uses live action footage alongside hyper-real CGI special effects to dramatise the life and colour that comes with attracting more wild birds to the winter garden.
The ad follows our bird loving protagonist donning wellington boots and a wax jacket as she enters the early morning misty garden, paper bag of Peckish in hand. As the seeds are poured on the feeder, an array of wild birds flock into the garden, creating a sky full of spectacularly bright colour and a symphony of bird song.
A bespoke track was scored by Siren, alongside CGI post production with Red Knuckles and Partizan, incorporating the use of ASMR and live bird vocals to evoke the feeling of closeness to nature and highlights the flight and brightness of the wild birds.
The work is supported by a social and influencer campaign and is the first iteration of the new brand creative platform “Peckish for Nature”. This platform has been designed to bring to life the brand’s pledge of being kinder to nature, especially by using sustainably sourced ingredients from field to beak. It speaks to the brands wider mission to support nature through ongoing initiatives.
Peckish is owned by Westland Horticulture, the UK’s favourite gardening brand and the work is the first campaign Red Brick Road have created since winning the integrated, multi-brand account. Media planning and buying is through Wavemaker.
Commenting on the campaign Rachael McWilliam said: “We’re really proud of this new campaign for Peckish. It encapsulates not only the altruistic nature of feeding wild birds but the personal benefit of bringing the joy of nature to your garden. The timing of the first spot on Christmas day will remind the nation to keep feeding wild birds Peckish in the cold winter months.”
Richard Megson, ECD of Red Brick Road, said: “As a lifelong twitcher, this has been my dream job. The colour and vibrancy that birds bring to your garden is a story I’ve been living my whole life. Now I get to tell it with the help of brilliant Peckish bird food. Through some beautiful performances, filming birds in nature, and stunning post production, we’ve achieved a stunning film together. One that shows the wonder of colouring in your garden whilst getting closer to nature.”