Birds Eye plans value campaign for new year

Monday, 15 December 2008

Birds Eye, the UK's leading frozen food brand, will begin it's value campaign in January 2009.

The family favourite will, in conjunction with the UK's leading retailers, run £1 deals across a range of its most iconic products offering consumers the best possible value at a time of year when budgets are traditionally tight.

Birds Eye hopes to drive trial within the category and place the frozen fixture at front of the consumer's mind by encouraging purchase of complementary products for a full meal solution.

Birds Eye will also continue to educate consumers about how buying frozen food can help reduce waste, and therefore save households money, through greater portion control and flexibility in meal planning, alongside the fact that frozen food has a far greater lifespan than fresh with equal nutritional benefits.

Trade Marketing Manager for Birds Eye, Belinda Hoby, says "Whilst a number of consumers have begun to see the benefits of frozen food, with this campaign we want to really drive home the message that frozen is a great value alternative to fresh and chilled items.

"Across all sectors within the category, the Birds Eye range delivers freshness directly to the family dining room table without having to compromise on quality."

Under the banner "Make Your Pound Go Further With Birds Eye", the new initiative will be supported by a £1.2m advertising campaign which will include TV, radio and outdoor media and will focus on Birds Eye family favourites Omega-3 Fish Fingers, Crispy Chicken plus the re-launch of the classic Arctic Roll.

As one of the UK's best selling and best loved brands, and with a heritage spanning nearly 100 years, the Birds Eye brand name is synonymous with quality food that's frozen for freshness.

The entire Birds Eye range is created using only carefully sourced premium ingredients and the highly efficient freezing process used locks in the natural nutrition, flavour and freshness of the ingredients, giving consumers that familiar Birds Eye quality taste all year round.

Source: Birds Eye