Peckish bird seed wanted to recruit more people into the world of British wild birds and, of course, their bird seed. By revealing the intriguing world of bird behaviour we sought to suggest that people could have a front row seat by using Peckish. Research showed that there was no lack of excitement, with a whole world of drama, comedy, intrigue, and even brutality among the birds of our gardens. Not unlike an episode of Corrie, really. And that's where I took my cue, from the villains, lovers and cheeky chappies of a melodramatic soap opera. In the end, a more brand-centric promise of simply enticing more birds into your garden with Peckish was favoured over broadening the market.