The Drum Awards for Marketing - Entry Deadline

-d -h -min -sec

Birds Eye Facebook Social Media

Track your Birds Eye peas from field to freezer with the brand’s new Facebook app


By Jennifer Faull | Deputy Editor

November 20, 2013 | 2 min read

Birds Eye has created a new app to allow users to trace the origins of their peas, with new traceable packaging being introduced across the brand’s entire Petits Pois range in a bid to encourage shoppers to track their peas from field to freezer.

The app documents the harvest operation that is exercised in order to ensure that the veg goes from picked to frozen within less than two and a half hours.

Each traceable pack provides the shopper with a unique code to be inputted into the Facebook app to reveal where in the UK their Petits Pois were grown. Alongside the discovery of the region of origin, the Facebook app will showcase exclusive video content that demonstrates what is involved in growing the crop and the quality control processes.

“We are hugely proud of the way in which we grow and harvest our peas – and work hard to ensure our product is the best it possibly can be. We wanted to share this story with our consumers and create understanding of the incredible journey our Petits Pois go on before they reach people's plates,” said Birds Eye senior brand manager Matt Blackmore.

“It's been great fun creating this app and we hope people enjoy learning more about where their food comes from and the care and commitment that goes into each pod."

Facebook users will be able to navigate through the app even if they do not have a code and a social sharing functionality will enable users to promote the tracker on their social media pages.

Birds Eye Facebook Social Media

More from Birds Eye

View all


Industry insights

View all
Add your own content +