UK frozen food firm Birds Eye has launched what it claims is its “biggest ever” marketing campaign.
The GBP9m (US$13.4m) campaign, launched on Monday (10 May) addresses “major category issues” and seeks to “educate consumers” on the benefits of frozen food.
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Under the strapline; “We’re only content with 100%”, Birds Eye will highlight products such as Fish Fingers, Chicken Dippers and Garden Peas. The claims will be reflected on pack with a “100% rosette”.
The multimedia campaign will be fronted by a cartoon polar bear, voiced by Hollywood actor Willem Dafoe.
Marketing director for Birds Eye, Ben Pearman, said: “There remain many entrenched myths about the quality of frozen food in the UK. 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.”
The campaign will be supported by TV and radio executions for a ten-week period, returning for a second time in September. Ab ongoing PR campaign, direct mail, digital and social media will also play a part in the campaign.
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By GlobalData
