The Yes Peas! campaign, run on behalf of UK pea growers and freezers, has enjoyed another successful year with increased media coverage and a resulting sales increase.
The campaign featured in numerous national and regional publications with recipes created by TV chef Rachel Green, now synonymous with the campaign, and photography by Michael Powell.
More than 70,000 copies of the Yes Peas! recipe booklet were distributed this year, bringing the total number to more than 170,000.
Tim Mudge, commercial manager at the Processed Vegetable Growers Association, co-ordinators with Kenyon Communications of the Yes Peas! Campaign, said: “This has been a really successful year. We continue to increase our coverage year after year.
“[We] hit a very satisfying £1.85 million worth of coverage with a budget of only £42,000. Not only has pea consumption been increased, but now they are regarded as an important ingredient in many different cuisines and not just a vegetable on the side of the plate.”
The book was also featured on BBC One’s Have I Got News For You, which attracted a flurry of interest and considerable traffic to the campaign’s website.
“Plans have now been agreed for 2009-10. There will of course be a new clutch of recipes from Rachel, which forms the core of the activity, and all sorts of other exciting projects.
“These run from sponsoring the Peasenhall Festival, which celebrates the UK’s love of peas, for the second year running (Peasenhall in Suffolk is reputed to be where the Romans first cultivated peas in Britain), to working with Lincoln University to develop a range of tools and images for our website.”
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