Westland’s wild bird food brand Peckish has signed up to sponsor the Channel 4 weather bulletins from January 1 until the end of February and will champion feeding wild birds to more than 12.5million consumers.

Off the back of strong brand growth year on year, Peckish has announced a substantial advertising and press campaign for 2019.The aim of the campaign is to raise the profile of the sector and continue to boost the market, driving more customers to retailers, says Peckish.

The “Love Every Bird” campaign is designed to encourage people to feed wild birds and drive growth in the sector, tapping into the wellbeing trend, with a focus on how consumers can take pleasure in simple things, like feeding birds in their garden. The lead product to feature in the campaign will be Peckish Complete Seed & Nut Mix.

The Channel 4 sponsorship will put Peckish and the “Love Every Bird” campaign in front of 10.4million people. Alongside the sponsorship, the campaign will also feature an extensive national press and digital engagement campaign, bringing the total reach to more than 12.5million consumers.

Westland senior marketing manager Rachael Dickinson, said: “The popularity of feeding birds has continually increased and we are championing the cause to make people realise the positive effect that feeding the birds can bring to your day, as well as supporting our wildlife survival. Peckish is a proven leader in driving growth in the sector and as a market leader we are always seeking ways to move the category forward to introduce more people to responsible bird feeding – our ‘Love Every Bird’ campaign is the latest step in this...Our aim is to promote all-year-round feeding to present more opportunities to retailers and our customers.”

For the 2019 season, Peckish has launched a new look and new packaging, which includes re-sealable packaging on 80% of all food products.