Campaign:
Birds Eye - Grow Your Own

Running on:
Promotional packs of Birds Eye - Birds Eye Ltd

What's the big idea:
Well the seed of the idea (sorry) is that there is an increasing trend for 'growing your own' in the UK with high food prices, carbon footprints and petrol prices. We have already featured two other such promotions in these hallowed pages. And, in keeping with the zeitgeist of the time, you don't get just one promotion for your money. Oh no. These generous sales promotion marketeers are also giving you the chance to win some cash for photographing your horticultural efforts.

How:
Visit the Facebook hosted promotional site and enter the Keyword and 1st 5 digits of the code from promotional packs to claim your free seeds from a choice of Peas, Carrots and Corn. It's available in UK and ROI but ROI customers will have to apply by post with the barcode because the app requires postcodes.

Once you have received your post, plant and photograph the progress of your plants and submit them on the Facebook app. Winners will be selected on the basis of colour, texture and shape and how well they've been cared for over the growing activity.

What's on offer:
Free Seeds
A packet of carrot, peas or corn seeds delivered within 28 days.

Grow Your Own Cash Prizes
7 x £100 gift vouchers
2 x £50 gift vouchers
5 x £20 gift vouchers

I'm taking these quantities and denominations from their terms and conditions but I'm not sure they're right - you don't normally offer more of the highest value prize than all the others put together but I might be wrong.

Website:
www.facebook.com/birdseye

When:
You have until 15th July 2012 to enter your photos
Don't know about the Free Seeds deadline - sorry

Any good?
It's a real grower this one. Birds Eye has a fantastic Facebook infrastructure and they seem to respond to wall posts and comments promptly and courteously. There was even a teaser announcement before the campaign went live. (They don't need to read our post on Social Media Marketing.)

Execution-wise the campaign is fantastic and great fun. Concept is interesting - a fresh veg manufacturer giving you the chance to grow the same veg yourself at home? Overall I think it's a bold and clever strategy. It will reinforce the convenience, freshness and quality of the frozen product and help reinforce the effort that goes into producing even a modest harvest. What next - Beer manufacturers offering home brew kits? Who knows?