Iglo Group is shaking up the advertising strategy behind its brands, including Birds Eye, in a move that, it hopes, will change the way people think about frozen food.

The company has confirmed it is tendering its advertising in a bid to strengthen brand perceptions.  

“The review is being conducted because we believe that a single, harmonized positioning strategy that is implemented across Europe will enable us to take our market-leading brands forward and deliver growth,” the company said in a statement. 

As part of the move, the Birds Eye maker plans to increase its focus on digital marketing. Messages will centre on the positive attributes of frozen food, including its health and nutrition credentials.

It is understood that the move signals Iglo wants to alter perceptions about frozen food, moving it from a choice of “desperation” to “inspiration”.

“Its about getting people to think differently about Birds Eye in particular and frozen food in general. It is also about getting the company to think of itself as a food company, not just a frozen food company. It is thinking about meals rather than ingredients or meal components,” a source close to the situation told just-food.

The new direction is being ushered in by CEO Elio Leoni Sceti, who took the helm at Iglo in May.