Birds Eye’s biggest-ever marketing push

by talkingretail.com - 14/05/2010

"Birds Eye, the UK's leading frozen food manufacturer, is launching its biggest ever 360 degree marketing campaign on 10th May to champion its commitment to 100% quality across the Birds Eye portfolio."

They also aim to address a major category issue by further educating consumers on the benefits of frozen.

Following extensive consumer research, Birds Eye has developed a campaign that seeks to address the underlying concern around frozen food feeling like a compromise. The heavyweight 100% campaign, aims to directly address this concern by helping to rebuild trust in the frozen category and re-establish a benchmark standard by championing the quality of ingredients used in Birds Eye products.

Under the banner of, "We're only content with 100%", Birds Eye will call out claims for its family favourite lines: Fish Fingers that are made from 100% Fish Fillet, Chicken Dippers that are made from 100% chicken breast and Garden Peas that are 100% perfect. These claims will be reflected on pack with a prominent 100% rosette.

The breakthrough £9m multimedia campaign will be fronted by a straight-talking polar bear, voiced by Hollywood screen legend Willem Dafoe, who lives in the freezer and is a big fan of Birds Eye. He will remind mums of the convenience, quality and taste that the brand provides.

In three creative TV executions, featuring Fish Fingers, Chicken Dippers and Garden Peas, the bear is very vocal in his thoughts on the quality of food Mum is feeding her family. Riled by the presence of poor quality substitutes in the freezer, he proceeds to educate Mum that the only way to go is the 100% quality of Birds Eye.

Marketing Director for Birds Eye, Ben Pearman, comments:
"There remain many entrenched myths about the quality of frozen food in the UK. Half the population don't realise that our Fish Fingers are made from 100% Fish Fillet, even less believe our Chicken Dipper are made form 100% Chicken Breast.

"When consumers understand this any underlying sense of frozen food being a compromise evaporates. Only Birds Eye offer this level of commitment across all of our products – hence the reason 'We Are Only Content with 100%'".

"We've developed a break-through campaign that gets these important messages across in a way that we know will really engage consumers and drive a level of re-appraisal for the whole frozen category. It's a major investment for us and we are very confident its going to yield excellent results for ourselves and our customers."

Consumers will see the heavyweight 100% activation across TV and radio or an initial 10-week stretch, returning for a second hit in September. This will be supported by extensive multimedia activity running from the launch of the campaign and into November, including radio, consumer media partnerships, a massive ongoing PR campaign, direct mail, digital and social media, and display and promotional in-store opportunities.

More Details: http://www.talkingretail.com/products/product-news/15124-birds-eyes-biggest-ever-marketing-push.html