Birds Eye is relaunching its entire frozen chicken range with improved quality, boasting ‘100% chicken breast’ to drive trust back into the frozen chicken category.
The £7.1m integrated marketing campaign aims to remind and reassure UK mums about the quality and nutritional benefits of Birds Eye frozen chicken and will be supported with the launch of a brand-new premium range, Birds Eye Inspirations chicken mini fillets (RRP £3.00).
Adam Draper, general marketing manager, said: “It’s an exciting time for Birds Eye, as we have a huge opportunity to lead the renovation of a huge category that has been unloved for years. Our intention for this relaunch is to address misconceptions about frozen chicken, focusing on the fact that Birds Eye is always made with 100% chicken breast and highlighting that it is a versatile and great tasting option for weekday family mealtimes.”
A vibrant design will also put food at the heart of the packaging, along with a new chicken logo supporting the 100% chicken breast message.
Birds Eye chicken has no artificial colours, flavours or preservatives, all Birds Eye chickens are barn reared and traceable to the farms where they are raised.
An integrated communications campaign will roll out from April 3 until late November with strong TV coverage, outdoor and Birds Eye’s biggest ever investment in digital.