Birds Eye launches £5 giveaway promotion

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.

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.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here