Birds Eye launches new campaign starring Myleene Klass

Birds Eye has drafted in Marks & Spencer face and TV presenter Myleene Klass to front its new ad campaign promoting the frozen food company’s fitness initiative, 100% Challenge.

The initiative is aimed at families to keep in shape with a fun exercise regime.

Birds Eye has created a “pre-tea active challenge”, which consists of a series of simple exercises for families to do together before their evening meal.

The challenges include “100 per cent Hula”, “100 per cent Dance”, “100 per cent Skipping” and “100 per cent Ball Games”.

Birds Eye adopted the “100%” theme earlier this year highlighting its commitment to 100% quality across the Birds Eye portfolio.

Birds Eye asked families across the UK to take part in 100% Challenge.

From the thousands of entries, it picked100 families tol be supported by a panel of experts on hand to give help and advice in three key areas – active lifestyle (Myleene Klass), healthy eating (Amanda Ursell), and family life (Tanya Byron).

The experts will set a series of simple and fun challenges for the families to take part in and provide hints, tips and ongoing support throughout. The challenges are also open to the wider public via the website.

This story first appeared on pitch

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