Birds Eye has begun a new 12 month multi-platform campaign to encourage families to experiment with Birds Eye products.
Birds Eye is partnering with food blogger Katie Bryson in a bid to engage consumers and encourage them to experiment more with frozen food.
A key campaign for Birds Eye in 2015, ‘Mix Up Your Menu’ will continue to support the company’s master brand ‘Food of Life’ campaign.
The food brand is investing £3m into the campaign, which will comprise TV, digital and PR. A microsite has also been created with recipe ideas.
The video shows a blogger and ‘mum of two’ Katie Bryson making a pie made with peas and fish fingers.
The ads will be aired exclusively on daytime ITV as the brand looks to appeal to mothers and will be shown between Loose Women and This Morning all year.
The advert will also encourage viewers to visit the campaign’s dedicated microsite to share mealtime tips of their very own:www.birdseye.co.uk/mixitup.
Further to the microsite, a host of digital opportunities will complement the TV campaign, including regular competitions and the chance to win prizes for those who submit their ideas to the ‘Mix Up Your Menu’ site or Birds Eye UK social channels using the hashtag, #BirdsEyeMixItUp.
Leading the way to engage shoppers with the frozen aisle, the adverts will arm consumers with new ideas they can take away and use in their own home, helping to encourage better meals together for all families.
The brand will be working with Havas Worldwide, Havas Media, Jam and Mischief PR throughout the campaign’s implementation.
Birds Eye UK marketing director Steve Chantry said: “We understand just how tricky it is to keep mealtimes exciting for families, especially when trying to meet the demands of picky palettes. We’re thrilled to be partnering with ITV and Katie, who are helping us to galvanise families nationwide to mix up their mealtime menu in a fun and interesting way for 2015. With consumers today gaining enjoyment from sharing their love of food and cooking tips with friends and family, we hope the campaign will engage our audience further, giving them a dedicated platform through which to connect and share their tips with others.
“As a company, we are committed to meeting the evolving needs of our consumers, and we will continue innovating to ensure we meet these demands. With so many consumers now consulting the internet as part of their ‘food journey’, the ‘Mix Up Your Menu’ campaign is the latest development in Birds Eye’s commitment to investing in digital marketing to deliver innovative online campaigns.”
Ben Porter, sales manager at ITV, said: “We are delighted to be partnering with Birds Eye to exclusively broadcast the exciting “Mix Up Your Menu” campaign within our flagship daytime schedule and look forward to delivering the innovative creative throughout the year.”
Adam Barnett, head of commercials at ITN Productions, said: “It has been fantastic collaborating with the iconic Birds Eye brand using a real mum and not an actress. Working with a smaller crew and set, along with a recognised broadcast director in Jules, we were able to create a very relaxed atmosphere on shoot. This helped get a great delivery from Katie, and we’re all thrilled with results.”