Wednesday, September 04, 2013

Roger McGough in Birds Eye campaign

03.09.13 | Benedicte Page - The Bookseller

Poet Roger McGough has written stories for a promotion from frozen food brand Birds Eye.

 The campaign sees teatime stories for three to 10-year-olds penned as "stories on a plate" to entertain children during meals.
A quarter of a million such plates will be given away for free through Sainsbury's and Morrisons stores nationwide over the next three months.

 The campaign follows a study of British mothers which found half consider teatime the most stressful part of their day, with struggles to get children to the dinner table and trouble getting them to finish the food on their plate.

 McGough's stories will follow the adventures of Birds Eye mascot Clarence the Polar Bear.
McGough said: "I was delighted to take up the challenge offered by Birds Eye as it afforded an opportunity to take poetry out of the library, the classroom and the bookshop, and via the supermarket reach a wide audience of youngsters who may not read books. Meal times needn't be fractious, nor poetry boring. Poetry on plates? Eat up and read on."

 Birds Eye marketing director Margaret Jobling said: "We work hard to create teatime solutions that leave kids full and happy, and the 'Story on a Plate' initiative with Roger McGough CBE is designed to arm mums with another tool to create teatimes that are fun and enjoyable for the whole family."
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