Cover opportunity for frozen peas

Last year, Birds Eye ran a prize draw in which consumers had the chance to have their mortgages paid off – a form of promotion that dates back to the Victorian era when Tit-Bits magazine ran a competition to win a house in London.

Now, Promotions and Incentives tells me, the frozen food company is turning to magazines again with a book of recipes – ‘The Recipea Book’ – using its frozen peas that will be used as a cover mount on the BBC’s Good Food and Olive.

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