Frozen food brand Birds Eye has relaunched its entire chicken offering in the UK, with a £7.1 million marketing campaign to communicate that all of its products are made with 100% chicken breast.
A vibrant design will put food at the heart of the packaging, along with a new chicken logo supporting the 100% message to help reassure shoppers. Birds Eye will attempt to replicate the growth of fresh chicken in the frozen fixture by directly challenging common misconceptions about the category.
In addition to the central 100% chicken breast message, the new packaging and supporting campaign will communicate that Birds Eye’s chicken has no artificial colours, flavours or preservatives; is barn-reared rather than caged; and that all chicken meat and feed is traceable back to the original farm where it was reared or grown.
The campaign will include ‘strong coverage’ on TV and outdoor, as well as Birds Eye’s biggest ever investment in digital activity as a brand.
It will be supported by a new premium range of Birds Eye Inspirations chicken mini-fillets, extending the platform that Birds Eye had previously created for itself in the frozen fish category. The new chicken mini fillets are made from whole inner-fillet strips with a variety of different breadcrumbs, and capitalises on the growing trend for casual and versatile adult dining options, the brand said.
The launch will also include a new line of Birds Eye Inspirations chicken kievs.
Birds Eye general marketing manager Adam Draper 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.
“The introduction of our new Inspirations Chicken mini-fillets and Inspirations kievs further illustrates our commitment to quality and this too will be supported with an extensive TV-led campaign from May.
“This is Birds Eye’s biggest ever advertising investment focused purely behind our chicken business, spending £7.1 million. With extensive communications, product improvements to our core range, premium innovation and new packaging, we are confident that Birds Eye will change perceptions and drive growth for brand and category in 2017.”
The campaign will run between April and November, and the new mini fillets will have a recommended retail price of £3.
© FoodBev Media Ltd 2020