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.