Patsy Kensit, who of course played über bitch Sadie King in Emmerdale, is set to once again front the Birds Eye ad campaign, some 40 years on from the last time she did so.

Patsy – who has of course also starred in Holby City – has been invited to join the new ad campaign as part of the company’s 65th anniversary, and will also take on the role of an ambassador for the Birds Eye Grow Your Own initiative, which offers free packs of seeds for customers to grow at home.

Speaking to the PA, Patsy said, “Birds Eye is a brand that is very close to my heart, as I worked on their pea ad when I was just a child.

“I am really delighted to be reunited with them again all these years on and helping them to celebrate 65 years of delivering quality choice for families.”

Of the Grow Your Own campaign, a Birds Eye spokesman, Matthew Blackmore, said, “Through our new on-pack promotion we want to encourage families to try growing their own vegetables at home.

“This is so they can see, first hand, the care and attention required to grow wonderful peas which are picked and frozen within hours to lock in nutrients and flavour.

“Birds Eye has 65 years’ experience of growing vegetables and the new ad really brings to life our dedication to peas with a humorous spin.”

I hate to be a pedant, but shouldn’t it be Bird’s Eye??

Anyway, here’s a reminder of Patsy’s appearance in the ads in 1973…