Birds Eye Frozen campaign

Birds Eye is launching a new marketing campaign that will look to change perceptions towards frozen fish.

The ‘Get On Board’ £2.3m (YTG) through-the-line campaign will include products from across the Birds Eye fish range, encouraging people to increase their fish consumption. Launching this week, the new campaign will span TV, digital, on pack and in-store POS advertising, initially running into September.

General marketing manager for fish at Birds Eye Mike Sowerby said: “This campaign has been in production for some time and will reinforce the benefits of eating responsibly sourced fish as a part of a balanced diet. The ‘Get On Board’ campaign aims to encourage shoppers to up their intake of fish to meet NHS guidelines, with the reassurance that they are choosing fresh and great tasting frozen fish from Birds Eye.

“We are proud to be transparent about where and how we source our fish, which is supported on pack by our Fish Tracker tool that enables shoppers to trace the fish from their pack via a QR code. More people are seeing the benefits of eating frozen food, which has seen the category on an upward trajectory for a number of years now. With our Captain Birds Eye icon at its heart, this campaign will help to bring more shoppers to frozen fish by demonstrating its key benefits and overcoming popular misconceptions.”