In December it was announced that Peckish will 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 it is hoped will expose the Peckish name to 10.4 million viewers, aired for the first time yesterday (Wednesday, January 2).

The campaign will run through to end of February and is expected to further the brand’s position in the wild bird care market. 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 which are among the highest viewed on the channel. These include Kirstie & Phil’s Love it or List it, Food Unwrapped, and Jamie & Jimmy’s Friday Night Feast.

Westland senior marketing manager Rachael Dickinson commented: “Last year Peckish had 45% brand growth year-on-year and we have implemented key strategies this year to help boost that figure further. One of [these] is the Channel 4 sponsorship, which will reiterate Peckish’s position as the leading name for wild bird food. 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 will be supported by national press activity across weekend newspapers and digital engagement with an extensive social media campaign planned alongside targeted YouTube advertising.

The “Love Every Bird” campaign encourages people to feed wild birds and, in turn, should help drive growth in the sector. It focuses on the concept of capturing simple moments of joy in the garden, and how celebrating the little things, like feeding birds, can bring a smile even on the dullest of days. The lead product to feature in the campaign will be Peckish Complete Seed & Nut Mix.