Challenge
Peckish Complete, the best-selling product in the Peckish bird food range, was starting to lose its edge. The pack no longer clearly communicated that “Complete” meant a carefully curated blend of seeds designed to attract a wider variety of our favourite small birds to UK gardens.
As part of a broader product family, any refresh had to sit comfortably within the existing range. With a highly competitive and emotionally driven category, standout appeal in-store and in garden centres (whether on shelf or pallet) was absolutely essential.
Solution
We set out to bring the joy of bird feeding back to the forefront. Our creative direction led with vibrant illustrations of colourful garden birds, all set against a fresh, optimistic blue sky to lift the pack’s impact and shelf presence.
To clarify the product’s offering, we introduced the descriptor “Seed & Nut Mix” beneath the Peckish Complete name. The unique Calvita vitamin mix – a key selling point – was given pride of place in a transparent banner device, making the benefit both visible and memorable.
Once the final concept was chosen, it was rolled out seamlessly across all pack sizes, giving Peckish Complete a new lease of life.
