Birds Eye, the Unilever-owned frozen food giant, is giving away &£5 notes in special packs as part of a &£50,000 promotion to reinforce its “real food” positioning.
The Fighting for Real Food promotion, which is launched this week, aims to raise awareness of the brand’s health credentials and also the promise that there are no artificial colours or flavourings in its products.
The campaign, which has been created by marketing communications agency Billington Cartmell, will see 10,000 &£5 notes put into special packs of Birds Eye frozen peas, fish, curries, ready meals and burgers. It will use the strapline/ “We don’t put colours or flavours into our food – so you’ll only find real &£5 notes in our packs.”
The agency has created point-of-sale material and trade advertising to support the promotion. There will also be a door-drop campaign that will target 2 million families and will offer coupons for Birds Eye products.
Unilever launched a revamp of the Birds Eye brand last year after it carried out a review of the ingredients in its products, called “Project Store Cupboard”. It has reformulated a number of products to remove additives.
It also updated the logo and packaging and appointed Bartle Bogle Hegarty to handle the advertising (MW December 18, 2003), which has developed the “We don’t play with your food” strapline. Birds Eye works with HHCL/Red Cell on its Captain Birds Eye children’s campaigns.