Birds Eye’s £5m investment

Thursday, 07 May 2009

Birds Eye, the UK's leading frozen food brand, is putting significant investment into new product development and ramping up advertising support to boost key areas within the frozen food category.

This month, consumers will see prominent television air-time for the recently re-launched Simply sub-brand and the brand's new Steakhouse range.

Simply is Birds Eye's range of premium fish, chicken and red meat products and is already worth £60m to the UK's grocery trade.

The media support for the Simply relaunch, driven by a £3.5m investment, heroes the premium credentials of Simply, focusing on the deliciously flaky cod fillets that form part of the fish range.

Targeted at the massive 3.16 billion adult evening meal occasions that occur every year, the ad has a more grown up feel and will reach 80% of target consumers within the first month.

Steakhouse is Birds Eye's new range of six ‘American-style' products, including Tennessee Style BBQ Ribs, Sticky Chinatown Chicken Wings and Smokey BBQ Beef Quarter Pounders.

The Steakhouse ad uses a touch of humour, playing on the theme of the new range, with an animated Wild West shoot-out featuring the Steakhouse products as characters.

The clip builds on the success of the ‘light entertainment' approach that the market-leading brand has introduced with product advertising for Salmon Fish Fingers and sponsorship trailers on Ant & Dec's Saturday Night Takeaway.

Both campaigns will burst onto the scene this weekend, featuring in prime spots during Britain's favourite family shows to raise awareness amongst a wider target audience. Reflecting the extent of the media spend, both ads will be on screen throughout May.

Source: Birds Eye

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