Birds Eye has launched a £6m advertising campaign to encourage consumers to boost their vegetable consumption with its range of frozen products.
Featuring the brand’s Steamfresh Family Favourites and Garden Peas, the ‘Eat In Full Colour’ activity will span TV, out of home, digital, video on demand, PR and social media platforms.
Running from now until 22 December before continuing into 2020, the adverts are designed to appeal to families and kids with the aim of getting them to add some excitement to their meals with more frozen veg.
Steve Challouma, marketing director at Birds Eye, said: “Eat In Full Colour is our biggest frozen vegetable campaign to date and forms part of our ongoing mission to not only grow the category, but double the consumption of vegetables in the UK. For the vast majority of Brits, vegetable consumption is still lagging behind the World Health Organisation’s 5-a-day recommendation, at just 1.6 - hardly surprising given that only 1.2% of all food and drink advertising on TV is for vegetable products.
“To address this, we’re now looking to continue building the presence of vegetables on TV and across other channels through the increased advertising spend on vegetables with our brand new campaign. This fun and entertaining activity will inspire the nation to eat a little more goodness every day through our convenient product solutions and tasty recipe suggestions. We want shoppers to realise the overwhelming benefits of using frozen vegetables; how they can be conveniently added to any meal, how many of the nutrients are locked in during the freezing process, and how they can help to minimise food waste.”
Earlier this year, Birds Eye joined forces with Veg Power and ITV to help launch ‘Eat Them to Defeat Them’ – an industry-wide campaign designed to encourage kids to eat more vegetables. More recently, Birds Eye announced a national schools partnership to educate a new generation about the benefits and importance of eating vegetables.