Birds Eye bags perfection with latest advertising campaign

Monday, 01 June 2009

Birds Eye, the UK's leading frozen food manufacturer and number one brand in frozen fish , will debut a prominent advertising campaign in June for its new, innovative Simply Bake to Perfection fish range.

As part of a £5m marketing support package, the advertising brings simplicity to life by showing consumers that all they need to do is pop the foiled wrapped product into the oven for 20-25 minutes and the work is done for them. This feeling of ease is reiterated with a voice-over by Lisa Tarbuck.

The ad shows a lady in a contemporary kitchen opening a pack of Simply Bake to Perfection. She places the innovative Bake Perfect bag on a baking tray and slides this into the oven.

Speeding up the 25 minute cooking process, the clip then shows how the bag uses steam to bake the fish to perfection. The fish is removed and we see it laid out on a plate with a glass of wine ready to be enjoyed.

Launched in March, the new Simply Bake to Perfection range encompasses the finest fish fillets or seafood, complemented with herb infused butter sauce.

Each product comes in an innovative Bake Perfect bag which guarantees perfect results every time. Offering a new option for easy dining at home, the range was designed to combat consumers' barriers to eating and cooking fish by removing the need for preparation and trapping undesirable fish aromas.

Consumers simply take the foil wrapped fillet from the freezer, pop in the oven for 25 minutes and let the baking bag to do the rest, creating succulent mouth-watering fish dinners, perfect for mid-week adult evening meals.

Birds Eye is putting significant support behind media for its Simply portfolio this summer. The renovated Simply premium coated fish range has already been backed by a strong TV presence in May and consumers will be introduced to Bake to Perfection throughout June, July and August with this on-going campaign.
Bake to Perfection RRPs £3.99- £4.29:
• Wild Pink Salmon Fillets With Lemon & Herb Butter Sauce
• North Atlantic Haddock Fillets With Lemon & Chive Butter Sauce
• Wild Pollock Fillets With Garden Herb Butter Sauce
• Succulent King Prawns With Sweet Chilli Sauce
• Basa Fillets With Chilli & Lemongrass Butter Sauce

Source: Birds Eye

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