Tinned peas were in trouble. “Meat and two veg” dinners were dying out and Batchelor’s brand was suffering badly, with 12% of its pea sales disappearing every year. To stem this decline, we would have to dramatically reinvigorate the whole category, and somehow make peas appealing to a new generation of Irish mothers. Research showed us that Irish mums were interested in buying Irish, doing their bit to aid the country’s economic recovery. Unlike their competitors, Batchelor’s peas are farmed entirely in Ireland. Now we had to present this truth in a way that surprised and entertained mums across the country, enough to drive nationwide conversation and mass reappraisal.