Birds Eye axes McCann and hands BBH £60m European business

Birds Eye has appointed Bartle Bogle Hegarty to handle its &£60m pan-European business, moving the account from McCann-Erickson.

The review was called in September as part of a plan to relaunch the frozen food brand next summer (MW September 11). It is understood that the overhaul of the Birds Eye brand will involve a review of the entire portfolio, which covers a range of products from frozen vegetables to ready meals.

Birds Eye brand director Jerry Wright says the aim of the relaunch is to build the brand and make it more relevant to modern families.

He adds that it will also look to attract younger consumers, who have turned their back on frozen food in favour of chilled and fresh products.

The relaunch is also expected to focus on highlighting the health benefits of frozen food. Birds Eye has already completed a review of the ingredients in its products, called Project Store Cupboard, and has reformulated many of the recipes so as to remove unnecessary additives.

It has also completed a repackaging exercise for the Captain Birds Eye range, which is handled by HHCL/Red Cell and is not affected by this review.

The review of Birds Eye’s advertising will not affect the media planning account, which is held by Carat. Nor will affect the buying account handled by Initiative Media.