e. info@ssssltd.com
Be a Talent Scout
Search for jobs
Birds Eye targets mums with ITV and food blogger tie-up
Birds Eye is looking to make meal times more exciting and stand out as a brand for all occasions with a tie to ITV and food blogger Katie Bryson.
Mix up your Menu will launch exclusively across ITVs portfolio of channels as the latest addition to the brands master Food of Life campaign that launched last year in an effort to show consumers how they can make meal times more exciting and serve Birds Eye food in new ways.
The company is investing £3m in the campaign which will feature on weekdays for the remainder of 2015 during flagship daytime shows.
Steve Chantry, Marketing Director for Birds Eye UK said: This is part of an overall step change in our brand investment, and is largely incremental on what we were already doing.
Last year, the brand invested £10m into the launch of its Food of Life campaign, a budget it will replicate in this campaign again this year.
Mix up your Menu brings an incremental £3m to the £10m, and is part of the brands attempt to deliver against its strategy of helping UK families enjoy mealtimes every day.
Chantry added: There is clear insight to suggest that todays mums are busy and always looking for reliable yet innovative solutions to feed their families in exciting and tasty ways. The next natural extension is providing more tips and hints to help people get more from those occasions.
The first spot will show Bryson demonstrating a Fish Finger Pie recipe, as the brand looks to use the food blogger and mums tips and recommendations throughout the campaign.
It is also part of a wider push to bring the brand to more meal occasions, rather than just within frozen foods.
In the last 12 months we’ve made a very significant change to our strategy to provide better solutions to more occasions. While our portfolio is heroed from the freezer, we see our role within UK mealtimes much broader.
A large part of the new strategy has been a focus on innovation, with the introduction of the Birds Eye inspirations range last March to provide what Chantry calls adult dining solutions.
The new campaign will be pushed through PR, digital and social with the hash tag #BirdsEyeMixItUp and will be supported through a microsite where consumers can share meal tips and watch recipe videos for a chance to win prizes.
