The account win marks the first time the Yes Peas! campaign has been tendered in 10 years. It was previously handled by Kenyon Communications, which is now focusing on work with The Food Awards Company.
Hatch is tasked with securing national media coverage as well as managing social media and press office activity. The brief is to promote the ‘quick and easy’ and ‘fresh and nutritious’ messaging for frozen peas.
PR plans include working with TV chef and Yes Peas! ambassador Rachel Green.
Tim Mudge, commercial manager at the British Growers Association, said the organisation was looking for a partner with experience in the FMCG sector.
He said: "Hatch’s fresh ideas and belief in the campaign impressed across the board and we’re delighted to welcome them onto the team."
The retainer is ongoing.