NEWS: Birds Eye searches for star in return to ‘pea-popping’ tack

The hunt is on to find a child to revive one of the best-remembered series of TV commercials in British advertising history - the Birds Eye ‘pea-popping’ campaign.

The hunt is on to find a child to revive one of the best-remembered

series of TV commercials in British advertising history - the Birds Eye

‘pea-popping’ campaign.



Birds Eye Wall’s is putting pounds 2 million behind a national

promotion, beginning this weekend, to find the new star, 20 years after

a young Patsy Kensit last mimicked the sound of a pea popping from its

pod.



McCann-Erickson is running the advertising to unearth a sufficiently

cute child to star in a commercial to relaunch the famous campaign next

year.



The aim of the stunt is to highlight the 50th anniversary of the first

harvest by the world’s largest producer of frozen peas. The company

claims a 40 per cent share of the UK’s pounds 150 million frozen pea

market.



Jane Rose, the agency’s Birds Eye account director, explained: ‘The idea

has become part of advertising folklore. Even in research today, family

shoppers still remember Kensit.’



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