Birds Eye offers Eat Positive range

Birds Eye, the frozen food brand, is launching a ready meals range in a bid to develop its presence in the healthy eating market. Eat Positive will launch in March.

The range is aimed at consumers who want to eat nutritious healthy food but are not necessarily looking to lose weight. The four options all contain specific nutritional benefits, as well as one of the five required portions of fruit and vegetables.

The variants are Thai chicken with vegetables, which naturally lowers cholesterol, creamy fish and vegetables, a source of Omega 3, chicken penne and vegetables, which is naturally rich in antioxidants, and chicken tikka and vegetables, which contains vitamin C and folic acid. It contains no artificial flavours, colours or preservatives.

Birds Eye marketing director Ben Pearman says Eat Positive will target female consumers, aged between 25 and 45 years old, who are looking for health food, but struggling to find inspiration to feed their families.

Pearman adds that Eat Positive is a key launch for Birds Eye this year and will be supported by TV and other media. The campaign, which will be created by Abbott Mead Vickers BBDO, will continue the Good Mood Food work launched last year and will be the second execution to star Suggs, the former Madness frontman.

The launch aims to boost Birds Eye’s share of the frozen ready-meals market. The health category is currently focused on weight loss and diet management rather than natural, nutritional health benefits.


Carat takes over 4m TMG media planning and buying account

Marketing Week

Telegraph Media Group (TMG) has moved its media planning and buying business into Carat from Universal McCann. It follows a competitive pitch although it is not known which agencies were involved. Universal has handled the account for at least ten years. The decision comes in the middle of a review of the newspaper group’s advertising […]

What Obama and Clinton can teach UK high street retailers

Marketing Week

What lessons can we learn from the brands on the US political campaign trail? Sex and politics has always mixed, which is perhaps why Nicole Scherzinger, lead singer of raunchy girl group Pussycat Dolls, is appearing in a promotional video for US presidential candidate Barack Obama. Even actress Scarlett Johansson brings her ample talents to the unofficial campaign film.

A Day in the Life of Brett Jacob

Marketing Week

‘There isnt a typical working day. If I am working at home I like to start the day by taking the kids to school before responding to enquiries, preparing presentations for the next days pitch. I try to keep internal meetings to as few as possible. Being a virtual organisation, its important to get together with the whole team every couple of months but we all speak almost daily and work together on various pitches.’


    Leave a comment


    Got a question?