09 May 2008


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Birds Eye launches “Waste Less” campaign

Birds Eye

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Source : Birds Eye
Birds Eye, the UK's leading frozen food brand, has launched a £500,000 media campaign to highlight the benefits of frozen foods off the back of WRAP's ground breaking study into the amount of food that is wasted in the UK.

The WRAP “Food We Waste Report” issued yesterday, reveals that UK consumers spend £10.2 billion every year buying and then throwing away good food – which works out to more than £600 per household.

Frozen food offers one of the solutions to the food wastage issue due to the fact it can be stored and then used only when required.

The Birds Eye print and radio campaign will highlight the amount of money that consumers’ waste each year by throwing away fresh food and will reach 40% of UK mothers - the key food purchasers in UK households – to communicate this message.

Anne Murphy, Birds Eye General Manager UK, said: “In the current economic climate, consumers are looking for ways to cut costs, reduce their outgoings and enjoy fresh food without the waste.

“The study by WRAP highlights the huge amount of food that is thrown away that has been bought and never used. The recent uplift in sales for frozen suggests the message is getting through that freezing food locks in taste and nutrients, meaning that frozen tastes just as good as fresh. Consumers are turning back to the category in a bid to enjoy fresh food without the waste.”

The Birds Eye “Waste Less” media campaign launched on Thursday 8th May, with print advertisements running in The Sun, The Mirror and The Daily Mail and radio advertisements on major FM radio stations across the UK.

The campaign extends Birds Eye’s ongoing education and communication about the frozen category through campaigns such as the Birds Eye ‘Truth’ initiative and ‘Good Food Mood’ campaign.


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