Leading frozen food brand Birds Eye is today unveiling a new strand of its ‘Food of Life’ advertising campaign, in partnership with prime television network ITV.
Presenting families with ideas on how to serve Birds Eye food in new and interesting ways, the 12-month ‘Mix Up Your Menu’ campaign will also see the brand collaborate with rising food blogger Katie Bryson, who will help bring these ideas to life with her personal tips and experiences.
A key campaign for Birds Eye in 2015, ‘Mix Up Your Menu’ will continue to support the company’s master brand ‘Food of Life’ campaign. Leading the way to engage shoppers with the frozen aisle, the adverts will arm consumers with new ideas they can take away and use in their own home, helping to encourage better meals together for all families.
Birds Eye is investing £3m in the ‘Mix Up Your Menu’ partnership, which will see the campaign supported across TV, digital and PR – the brand will be working with Havas Worldwide, Havas Media, Jam and Mischief PR throughout the campaign’s implementation. The series of adverts, produced by ITN Productions, are directed by Jules Whomsley, whose past credits include food programmes such as Gino’s Italian Escape and Little Paris Kitchen.
Launching on Monday 19 January and televised exclusively within ITV’s daytime programming, ‘Mix Up Your Menu’ will be on TV every day Monday to Friday, all year. Broadcast during two of ITV’s flagship daytime shows, This Morning and Loose Women, the first advert shows Katie mixing up family mealtimes with a tasty Fish Finger Pie recipe. The advert will also encourage viewers to visit the campaign’s dedicated microsite to share mealtime tips of their very own:www.birdseye.co.uk/mixitup.
Further to the microsite, a host of digital opportunities will complement the TV campaign, including regular competitions and the chance to win prizes for those who submit their ideas to the ‘Mix Up Your Menu’ site or Birds Eye UK social channels using the hashtag, #BirdsEyeMixItUp.
Birds Eye UK marketing director Steve Chantry said: “We understand just how tricky it is to keep mealtimes exciting for families, especially when trying to meet the demands of picky palettes. We’re thrilled to be partnering with ITV and Katie, who are helping us to galvanise families nationwide to mix up their mealtime menu in a fun and interesting way for 2015. With consumers today gaining enjoyment from sharing their love of food and cooking tips with friends and family, we hope the campaign will engage our audience further, giving them a dedicated platform through which to connect and share their tips with others.
“As a company, we are committed to meeting the evolving needs of our consumers, and we will continue innovating to ensure we meet these demands. With so many consumers now consulting the internet as part of their ‘food journey’, the ‘Mix Up Your Menu’ campaign is the latest development in Birds Eye’s commitment to investing in digital marketing to deliver innovative online campaigns.”
Ben Porter, sales manager at ITV, said: “We are delighted to be partnering with Birds Eye to exclusively broadcast the exciting “Mix Up Your Menu” campaign within our flagship daytime schedule and look forward to delivering the innovative creative throughout the year.”
Adam Barnett, head of commercials at ITN Productions, said: “It has been fantastic collaborating with the iconic Birds Eye brand using a real mum and not an actress. Working with a smaller crew and set, along with a recognised broadcast director in Jules, we were able to create a very relaxed atmosphere on shoot. This helped get a great delivery from Katie, and we’re all thrilled with results.”