Birds Eye partners with Yellow Submarine film writer for teatime push

Birds Eye is partnering with children’s author and co-writer of the Beatle’s Yellow Submarine film Roger McGough for a nationwide push to to encourage kids to eat their food.

The author has penned a series of short stories for 3 to 10-year olds describing the adventures of the brand’s Clarence the Bear as he travels from his home in the Arctic to the UK. The seven tales – one for each day of the week – are told through the brand’s “Story on a Plate” initiative where each adventure is written directly onto the dish. Birds Eye will give away more than 250,000 plates for free at a Sainsbury’s and Morrisons stores over the next three months.

The frozen food maker hopes the stories will encourage children to finish their dinner after a study of over 2,000 British mums it commissioned revealed 86 per cent concede that their kids rarely finish the food on their plates. According to the findings, almost one in three (29 per cent) said their child will only eat off their favourite or personal plate and three-quarters of children (75 per cent) lose interest during teatime.

The tie-up is being supported by a Facebook app where fans can view an animated film of the seven stories as well as enter a competition for McGough to visit their school and hold a “plate reading”. It will also feature promotions for fans to win plates. Radio and in-store activity will also be rolled out in the coming weeks.

Margaret Jobling, Birds Eye’s Marketing Director, told Marketing Week the campaign could lead to further products involving the bear if it as a success. The brand is gleaning insights from both the Facebook app and promotions it runs with retailers to see whether there is scope to build an ecommerce offering, she says.

Jobling adds: We’ve tried to make the brand as tangible as possible in the latest campaign. There’s a strong online element that ties to how people redeem their plates and if it is success we feel there’s scope to establish an commerce presence by doing a lot more interesting things around Clarence the bear.

“We are trying to drive relevance. There are so many companies competing for hears as well as minds around the teatime occasion. If you look at our core products we are very firmly a teatime brand. There’s a massive opportunity for us to be more consistent across all touchpoints and how we drive everything from our above the line through to the store.”

The campaign is the latest in Birds Eye’s two-pronged marketing strategy to use teatimes to appeal to both adult diners and families. It is bringing its in-store, outdoor and digital advertising more in line with TV adverts after admitting to Marketing Week earlier this year that recent activity had not been as effective as it would have liked in driving engagement.  

Latest from Marketing Week

Marketing through the ages: The 2000s bring the dilemmas of digital

As part of our 40th birthday celebration, we asked previous editors to sum up marketing and Marketing Week during their time at the helm. Ruth Mortimer was editor in the early 2010s as the impact of digital led to real challenges over scale versus consolidation of power, audience versus context and personal versus personalisation.

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 3703 or email customerservices@marketingweek.com

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