Birds Eye has teamed up with food blogger Katie Bryson in the United Kingdom to promote its frozen food range in a year-long, £3 million campaign featuring television commercials, online digital exposure and a major public relations push. Launched under the theme Mix Up Your Menu, the strategy is to target mothers who watch daytime ITV programs in particular, as well as reach a broad online audience in general.
The first advert features Katie, who describes herself as “freelance journalist, wife of a firefighter and mum of two boisterous boys,” showing how quick and easy it is to make kid-friendly fish finger pie using Birds Eye fish fingers, peas and mashed potatoes as ingredients. The spot is being aired on TV, has been uploaded on YouTube, and is highlighted on the blogger’s website (www.feedingboys.co.uk).
“I made it for the boys in mini pie dishes and they loved it,” said Katie. “Having previously decided they didn’t like fish fingers any more, the addition of cheesy mash on top has suddenly changed their minds. That’s a relief!”
“We understand just how tricky it is to keep mealtimes exciting for families, especially when trying to meet the demands of picky palettes,” said Steve Chantry, Bird Eye UK marketing director. “With so many consumers now consulting the Internet as part of their ‘food journey,’ the ‘Mix Up Your Menu’ campaign is the latest development in Birds Eye’s commitment to investing in digital marketing to deliver innovative online campaigns.”
For the past six months or so the brand has been repositioned and promoted with Food of Life-theme advertising and PR designed to portray at-home meal occasions as fun and fashionable as well as tasty and nutritious for consumers enjoying Birds Eye products.
The Iglo Group, Birds Eye’s parent company, has budgeted £60 million to revamp and liven up its image among consumers. Iglo, which is regarded as Europe’s largest branded frozen food marketer, employs 2,500 persons (approximately 1,800 in Britain) and runs operations in 11 countries. Owned by the Permira private equity firm, the company generated sales of £1.3 billion in 2013.
