Wild Birds TV

After studying the market for bird seed, we realized the big challenge is simply getting on the radar. For most people, buying seed is not an analytical or evaluative buy - the trick is to get people to remember how fun it is to feed the birds.  Most people already know how fun it is to watch and identify colorful birds in the outdoors, so the challenge was not to sell people on why they should do it, or even that Pennington bird seed is the best. Instead, the real challenge was to get the vast majority of people to consider doing it in the first place. So what better shills could we have than the birds themselves - especially if we did a little anthropomorphizing into some adorable, kid-friendly characters that would appeal to our primary female target. The TV commercial features the four birds wisecracking at a bird feeder and includes their rendition of the song “Aint we got Fun.” Tactics also included radio spots, outdoor, banner ads, in-store display, print and social media such as Twitter and a Facebook page complete with a 45 page yard entertainment guide.