The pared down JKR-created branding ditches the multi-coloured border around the Birds Eye name in favour of a red background with white flourishes (see above). A new illustrated version of the brand’s “Captain Birds Eye’ character will also debut when the branding hits packaging later this month.
The logo on packaging for products such as fish fingers and mushy peas will shift to the centre from the side. The move is aimed at giving its foods standout in frozen, a category the brand has previously admitted suffers high brand apathy.
Birds Eye says the branding has been shaped with its nascent digital offering in mind, adding the design lends itself to being viewed on screens. Digital, particularly social media and ecommerce has been identified as key areas for investment as it looks to foster stronger brand loyalty among young adults and carve out revenue streams online.
Cheryl Calverley, Birds Eye general marketing manager, says the updated look aims to bring “greater warmth and personality” to the brand’s portfolio.
Birds Eye owner Iglo Group is pumping £60 to shake up perceptions of frozen food across Europe from “fall back” to “first choice” when it comes to dinner. A Havas-created campaign launched in March to lead the turnaround plan through mealtime stories the company hopes reflect the way real people eat and interact at meal times.
Calverley adds: “Our new packaging completes the update to our master brand and reflects our popular ‘The Food of Life’ campaign. The refreshed packaging will help our products stand out on the shelves as well as delivering in increasingly important digital environments.”