The ‘Story on a Plate’ initiative will see Birds Eye distribute more than 250,000 free plates enscribed with the tales through Sainsbury’s and Morrisons stores nationwide over three months, starting from September 4.
The stories are aimed at children from three to 10 years old and follow the adventures of Birds Eye mascot Clarence the Polar Bear. There are seven yarns, one for each day of the week.
McGough’s commission followed a study of more 2,000 British mums for Birds Eye that found half believed teatime was the most stressful part of their day.
Lost interest during teatime
Almost one in three (29%) said their child would only eat off their favourite or personal plate and three-quarters said children lost interest during teatime.
McGough, who helped write The Beatles’ hit movie Yellow Submarine, said the campaign offered the chance to “reach a wide audience of youngsters who may not read books”.
Birds Eye marketing director Margaret Jobling said: “‘Story on a Plate’ is designed to arm mums with another tool to create teatimes that are fun and enjoyable.”