To promote the whole category of canned peas using the new product and also position early peas as a side dish in its own right.
Young peas are rebels who don’t want to follow in their parents’ footsteps and become part of the Olivier salad. Early peas want to be a side dish in their own right. Like other millennials they don’t watch TV and consider it outdated. They don’t want to create advertising for TV — they’d rather make a video for their Internet blog. We tried to carefully construct the image of peas: their clothes, appearance, character — so that they looked and felt like real teenagers rather than cartoon characters.