Impero launches “Give Peas a Chance” for Christian Aid Week 2023

give-peas-a-chance"-Pigeon pea tacos

Independent Creative Agency Impero and Global development charity Christian Aid today launched the “Give Peas a Chance” social campaign and UK food truck tour.

The campaign aims to raise awareness and drive donations for Christian Aid Week 2023 and its appeal to support the people of Malawi, particularly the farming community.

“Give Peas a Chance”

Impero’s campaign was developed to make the little known pigeon pea famous, its focal point being a recipe for pigeon pea tacos created by Hermine Dossou, one of The Great British Bake-Off’s most loved contestants, who was born and raised in West Africa.

Cookalong social content will promote the “Give Peas a Chance” Tour where a special food truck will visit four major UK cities serving pigeon pea tacos and collecting donations for Christian Aid Week.

“I was delighted when Christian Aid approached me to support this year’s appeal with a brand new recipe. Protein is a vital nutrient that plays a key role in maintaining and repairing the body”, Dossou said.

Pigeon pea tacos
Thrilled: Dossou was delighted to partner with Christian Aid for this year’s appeal.

“Beans are packed with protein, so make a great alternative when meat is not an option whether through choice or necessity.

“These tacos are packed with flavour and texture and make delicious street food or dinner night takeaway alternatives the whole family can enjoy.”

The food truck will start its tour at Briggate, in Leeds on Monday, May 15, before heading to Piccadilly Gardens, Manchester on Tuesday, 16 May.

On Thursday, 18 May, it will be at Birmingham Cathedral and the tour ends on Friday, May 19 at Victoria Station, London.

The supporting social media campaign will launch on May 4th across Christian Aid’s own Facebook and Instagram channels to raise awareness of the upcoming tour for Christian Aid Week. Goodstuff Media partnered on media planning and buying.

Laura Mead, Community and Events Fundraising Advisor at Christian Aid, said: “Good food is something that connects us all: I’m really delighted that by teaming up with Hermine to showcase the small but mighty pigeon pea, more people will get to learn about the hard-working farmers who grow it, and how Christian Aid is helping them tackle the brunt of the climate crisis.”

Alastair Mills, Executive Creative Director of Impero, said: “When Christian Aid explained the importance of pigeon peas for this year’s Christian Aid Week, we wondered how many people even knew what pigeon peas were, so we made it our ambition to make this incredible crop famous in its own right, so people can really understand the power of Christian Aid Week. Give Peas a Chance.”