Frozen food brand leader Birds Eye in the United Kingdom has launched a major PR push in partnership with Europe’s largest entertainment group, Merlin Entertainments. The “Kids Have Fun for Free” campaign features special packs of 12 products that offer gratis entry for one child at over 30 theme parks and attractions across the Britain including Legoland Windsor Resort, Sea Life Centres and Warwick Castle.
The partnership is a key initiative for Birds Eye in 2015, encouraging consumers to increase shopping in the frozen aisle. Running until the end of October, the promotion is predicted to sell over 31 million special packs including family favorites such as Chicken Dippers, Cod Fillet Fish Fingers, Potato Waffles, Original Beef Burgers and Field Fresh Garden Peas.
To claim free child entry with a full-paying adult, consumers simply cut out the coupon from the pack and present it at the Merlin attraction of their choice. Coupons can be used until the end of 2016, allowing for redemption throughout the year, particularly at attractions such as Madame Tussauds and Sea Life Centres that are open all-year round.
The partnership is being supported by a £1.7 million campaign across TV, in-store and online. Television advertising kicked off in mid-August and will run for seven weeks, alongside a three-month in-store campaign with key promotional activity taking place at Tesco, Asda, Sainsbury’s, Morrison’s, Iceland and Waitrose stores.
Commenting on the partnership, Birds Eye Marketing Director Steve Chantry said: “We understand just how tricky it is to keep children entertained over the summer holidays and often throughout the year. We recognize that this also comes hand-in-hand with keeping mealtimes exciting, especially for picky palates, and are thrilled to be partnering with Merlin Entertainments, which we feel can help us offer even better value to our customers.”
Emma Woods, Merlin’s global marketing director, added: “We are delighted to be linking with one of the UK’s best loved quality family food brands for the very first time. Merlin has over 30 great attractions in the UK and there is no doubt mums and kids alike will love this ‘Kids Have Fun for Free’ offer on Birds Eye packs, and the chance to have a fun day out with us.”
