Birds Eye, has announced the launch of a multi-million pound above-the-line campaign for its Inspirations range of frozen fish and chicken meals, including the addition of five “exciting” new products to the portfolio and a packaging refresh.
Offering consumers a premium dining experience at home, Inspirations aims to inject excitement into the midweek meal market and reinvigorate the adult dining category, currently worth £463 million a year.
Beginning on 1 November and running throughout 2017, the campaign represents a total investment of £5.5 million, which will be used to drive awareness of the Inspirations range among its target pre-family audience. Running across TV, video on demand, digital and in-store, the campaign is designed to appeal to time-pressed consumers who are looking for great-tasting meal options.
Birds Eye UK marketing director Steve Chantry said: “When we launched Inspirations in 2014, the response was overwhelmingly positive, with the brand being named the most successful product launch of the year. With the launch of this new campaign, we want to take Inspirations and adult dining to the next level with a charming, celebratory ad and premium products to match.
“The Inspirations range is worth £48 million and spans fish, chicken and ready meals. As the leading brand in frozen, we are perfectly placed to drive the adult dining category and the new range, which taps into one-to-two person occasions, provides tasty, premium and inspirational products that will enhance the food credentials of the whole category.”
Available from September, the new-look Inspirations range will see the introduction of several new products including panko-crumbed fish fingers, which takes a classic British teatime staple and gives it a grown-up twist. Capitalising on the growth of the lightly dusted sector, Birds Eye will also launch two new cod variants and will introduce a new chicken kiev product, which aims to add a premium touch to a much-loved dish.
In addition, Birds Eye will rebrand its Stir Your Senses range of stir-cooked meals under the Inspirations portfolio, further demonstrating its premium positioning and allowing it to benefit from the investment in the wider brand.
To further bolster the launch, Birds Eye will refresh all Inspirations packaging, improving on-pack navigation and introducing a stylised black backdrop design to achieve standout on shelf and provide inspiration at point-of-sale.
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