Campaign: Food and drink - Pea shoots spring up in British recipes

interest in 2009.

OBJECTIVES

- Position pea shoots as a versatile British ingredient

- Drive consumers to M&S and Sainsbury's.

STRATEGY AND PLAN

Chef Mark Hix was recruited as the campaign's ambassador. His team
invented a unique collection of pea shoot cocktails for the launch at
Hix Oyster & Chop House. Press materials for food and health writers
were delivered alongside a mini pot of pea shoots, and a portfolio of
recipes and photography was developed. Local school visits were set up
for children to meet the growers and learn more about pea shoots. KTB
also created a bespoke trip for Hix and Tom Parker-Bowles to go fishing
with the grower and learn about Vitacress' growing practices.

MEASUREMENT AND EVALUATION

The campaign generated more than 70 pieces of coverage, including in
national newspapers. Pieces also appeared in Hello, Closer, Sainsbury's
Magazine, Grazia, Pregnancy & Birth and Health & Fitness and on Channel
4's River Cottage, BBC2's Nigel Slater's Simple Suppers and the Good
Food Channel.

RESULTS

Sales increased by 20 per cent and the website peashoots.com saw nearly
7,000 unique users during the campaign period.