The frozen food brand will use the concept of the “consumption occasion” to highlight the health benefits of its products while also offering recipe suggestions to bring its marketing more in line with its key audience of mums.
Birds Eye will look to leverage this approach across TV, online and experiential advertising later this year, with a multi-channel marketing push.
The shift follows Birds Eye’s appointment of retail specialist agency Live & Breathe earlier this month to handle all below-the-line marketing for its full range of frozen foods.
Birds Eye’s new positioning follows the relaunch of the brand’s Baked to Perfection range last September, when it identified consumers were responding best to products when they had a clear idea of the meal occasion and what to cook the products with.
Food brands are increasingly looking to eating occasions in a bid to promote products together and drive penetration. Last year PepsiCo and Britvic teamed up to develop new Doritos and Pepsi Max lines that are designed to be sold together. The seven-figure marketing campaign used different social occasions to encourage shoppers to buy crisps and drinks together.