Birds Eye has announced it will be investing £2 million in its chicken range.
The brand’s range of chicken products have also returned to growth for the first time in three years, following a £7.1 million relaunch in April this year.
The Birds Eye chicken range was supported by a package redesign, TV coverage, outdoor, PR, and Birds Eye’s biggest ever investment in digital marketing.
The brand also partnered with the UK’s largest network for parents, Mumsnet, to promote the benefits of the range and the fact it has received a Mumsnet Rated badge
Andrew Elder, general marketing manager at Birds Eye, said: “From the outset, the main objective of the campaign was to reassure parents across the UK about Birds Eye chicken’s quality and taste credentials, and to challenge common misconceptions about frozen chicken. And clearly we’ve been doing it, with solid results to show so far.
”We’re now back in growth for the first time in three years, and thrilled to have been awarded the Mumsnet Rated badge – with such glowing feedback from mums across the UK.”
As part of the investment, Birds Eye Mini Fillets will also be supported by a TV and digital campaign from October 2 until mid-November.