Batchelors to reinvigorate the pea category with eye catching campaign

Batchelors has launched a new advertising campaign which heroes four real Irish farmers under the light hearted strap line "Nothing Fancy. But Very Tasty"

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Brand Central

Batchelors has announced a new advertising campaign aimed at reinvigorating the pea category.

The four week campaign heroes real Irish farmers and asks the women of Ireland to vote for their favourite Batchelors farmer.  The campaign is a light hearted reflection of the product truths and features the strap line: “Nothing Fancy. But Very Tasty”.

Three young farmers who hail from Wexford, Limerick and Kildare will represent Batchelors three pea varieties: Mushy, Marrowfat and traditional Peas, with each featuring in a high impact Outdoor campaign.

The campaign seeks to find out “Which One Do You Want for Dinner” and will focus on outdoor creative featuring the three farmers in suggestive poses such as: D’ya wanna spoon?; Fancy a bit on the side? and Have me on the kitchen table.

In addition the Batchelors Facebook page will be transformed with a new application allowing consumers to vote for their favourite farmer, view special video content and be in with a chance to win some pea-themed prizes. The campaign will also involve PR and experiential activity, designed to reveal a little more about the farmers.

The three chosen farmers represent a new generation of Irish farmer and are John Fannning from Gorey, Co.Wexford, Stephen Fitzgerald from Croom, Co. Limerick and Dave Robinson from Maynooth, Co. Kildare.

Once a staple of the nation’s diet, peas have suffered a decline in the last decade, due mainly to changing consumer diets and a lack of knowledge around the versatility and nutritional value of the humble pea. This campaign aims to put peas back in the minds of consumers with a view to subsequently educating them about the enormous benefits of peas.

Batchelors have been making beans and peas in Ireland since 1935 and currently contracts over 700 acres of pea fields with Irish farmers. Various Batchelors pea farmers will also feature in the new advertising campaign through a series of interviews on the Batchelors Facebook page and supporting PR activities. 

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