Iglo Group has invested £60m on the brand relaunch across Europe to change the view of frozen food from ‘fall back’ to ‘first choice’. Designed by JKR, the redesign aims to bring greater warmth and personality to the brand’s portfolio.
The Birds Eye logo has been paired back with a clean and advanced-style look that lends itself to being viewed on-screen – a key consideration given the brand’s increased focus on digital marketing and e-commerce.
The new packaging features the logo centre of pack to ensure clear standout on shelf – and as a symbol of the brand’s commitment to the highest standards of quality. Updated photography brings products to the fore, showing food as it is eaten and enjoyed in a real kitchen setting.
Commenting on the new packaging, Birds Eye general marketing manager Cheryl Calverley said: “Our new packaging completes the update to our master brand and reflects our popular ‘The Food of Life’ campaign. The refreshed packaging will help our products stand out on the shelves as well as delivering in increasingly important digital environments.”
Source: Birds Eye
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