Birds Eye to promote frozen vegetable ranges

Birds Eye is launching a £5.5m marketing campaign to support its recently launched Field Fresh vegetable sub-range.

The Field Fresh range, which includes Birds Eye’s ever-popular Garden Peas, Petits Pois and Steam Bags, trades on a guarantee to have been picked and frozen within hours to retain more vitamins and offer great taste and freshness.

Birds Eye says that the heavyweight, 15 week TV campaign, which launches today (8 February) will feature a voiceover from TV and radio personality Lisa Tarbuck. It will be backed by a press ad campaign together with an expansive in-store program and online activity, a digital and direct marketing plan and an integrated PR campaign.

New products in the range include Supersweet Sweetcorn, Very Fine Green Beans, Country Mix and Select Mixed Vegetables.

An increasing number of Britons are buying frozen food for their taste, quality and versatility of meal options, according to research from the Food and Drink Federation.

Last year, Birds Eye appointed BBDO to handle all of Birds Eye Iglo Group’s advertising in Europe.

Ben Pearman, marketing director at Birds Eye, says: “Our Field Fresh vegetables are picked and frozen within hours to retain more vitamins, freshness and great taste all year round – a message that is central to our marketing campaign.

“Building on our expertise with Garden Peas, Petits Pois and Steam Bags, the four new additions will ensure the Field Fresh range truly caters to everyone in the family. There’s no better reason to keep your freezer stocked up.”

The marketing investment will be followed by a further multi-million pound investment across Europe in order to roll out the ’Field Fresh’ sub-brand there.

Latest from Marketing Week

Marketoonist on GDPR

The Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest 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 will be 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.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

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