Birds Eye has announced that its chicken portfolio has returned to growth for the first time in three years following a multimillion pound re-launch in April this year*.
Central to the success was the re-launch of the core range which was supported by a robust integrated communications campaign, and included, packaging redesign, TV coverage, outdoor, PR, and Birds Eye’s biggest ever investment in digital and influencer marketing. The campaign aimed to promote the quality upgrade of Birds Eye’s chicken range by communicating the central message; that all its chicken is made with 100% chicken breast.
A partnership with the UK’s largest network for parents, Mumsnet, underpinned online comms and was a key factor in reassuring parents about the quality and nutritional value of Birds Eye chicken, as well as showing them modern and delicious ways to serve it to their families.
As part of phase two of the campaign, Birds Eye chicken was sampled by a panel of independent Mumsnet testers leading the brand to be officially Mumsnet Rated. The rating is given based on quality, taste and value of the products. Headline results of the rating included:
– 90% of Mumsnet testers would recommend Birds Eye chicken to a friend
– 93% of Mumsnet testers would buy Birds Eye chicken again
The next phase of the campaign kicked off towards the end of August with a further investment of £2m until year end. This part of the campaign will focus on communicating that Birds Eye chicken has been Mumsnet Rated, and further reassure parents on quality and taste credentials. The Mumsnet Rated logo will feature across all Birds Eye chicken packaging, with TV coverage, print, Mumsnet support and digital investment appearing until December 2017. The second phase also includes a burst of TV and digital support for Inspirations Mini Fillets from 2nd October until mid-November.
Speaking about Birds Eye’s chicken campaign. Andrew Elder, general marketing manager, said: “From the outset of this campaign, the main objective was to reassure parents across the UK about Birds Eye chicken’s quality and taste credentials, and to challenge common misconceptions about frozen chicken. And clearly we’ve been doing it, with solid results to show so far. We’re now back in growth for the first time in three years, and thrilled to have been awarded the Mumsnet Rated badge – with such glowing feedback from mums across the UK.”
*+0.5 % in value sales, Latest 26 weeks vs year ago, source Nielsen data up to 15.07.16