Birds Eye is to launch an advertising campaign in the UK next month for its Simply Bake to Perfection fish range.
As part of a GBP5m (US$8m) marketing support package, the advertising uses UK actress Lisa Tarbuck as a voice-over to show the “simplicity” of the product’s foiled wrapped packaging.
Launched in March, the Simply Bake to Perfection line is a range of fish fillets and seafood with herb infused butter sauce.
Tim Albert, senior brand manager for Birds Eye, said: “There are 3.16bn mid-week, adult, evening meal occasions every year, which represents a huge growth opportunity for frozen, particularly in the previously under-exploited GBP85m natural fish sector. Bake to Perfection is set to capitalise on that opportunity and act as a strong driver of growth.
“Consumer response to the product has been such that we can expect to see the range driving incremental sales within both the frozen fish sector and frozen category as a whole, and, coupled with the increased awareness from our new advertising campaign, bringing new consumers into frozen fish with increased confidence in cooking perfectly every time.”
Bake to Perfection RRPs at GBP3.99- GBP4.29 and varieties include; Wild Pink Salmon Fillets With Lemon & Herb Butter Sauce, North Atlantic Haddock Fillets With Lemon & Chive Butter Sauce and Wild Pollock Fillets With Garden Herb Butter Sauce.