Birds Eye launches on-pack promotion in partnership with Europe’s largest entertainment group, Merlin Entertainments

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Leading frozen food brand, Birds Eye, is announcing a major on-pack promotion in partnership with Europe’s largest entertainment group, Merlin Entertainments. The ‘Kids have fun for free’ campaign, that features on special packs of top Birds Eye family products, will offer free entry for one child at over 30 Merlin Entertainments attractions across the UK, including LEGOLAND Windsor the UK’s favourite family day out, SEA LIFE Centres and Warwick Castle.

The partnership is a key initiative for Birds Eye in 2015, encouraging shoppers to engage with the frozen aisle. Running until the end of October the promotion is predicted to sell over 31 million special packs including family favourites such as Chicken Dippers, Fish Fingers and Field Fresh Garden Peas.

To claim free child entry with a full-paying adult, consumers simply cut out the coupon from the pack and present it at the Merlin attraction of their choice. Coupons can be used until the end of 2016, allowing consumers the freedom to redeem throughout the year, particularly at attractions such as Madame Tussauds and SEA LIFE centres that are open all-year round.

The partnership is being supported by a £1.7m campaign across TV, in-store and online. TV advertising will run for seven weeks from mid-August, alongside a three-month in-store campaign with key promotional activity taking place in Tesco, Asda, Sainsbury’s, Morrison’s, Iceland and Waitrose stores.**

Birds Eye marketing director Steve Chantry said: “We understand just how tricky it is to keep children entertained over the summer holidays and often throughout the year. We recognise that this also comes hand-in-hand with keeping mealtimes exciting, especially for picky palates, and are thrilled to be partnering with Merlin Entertainments, which we feel can help us offer even better value to our customers.

“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. Merlin is a company that shares our brand values and is set to help us drive sales and in-store purchase.”

Birds Eye’s partnership with Merlin Entertainments supports the frozen food leader’s vision to drive purchase incentive beyond promotions. With a vision to become a global leader in branded location-based family entertainment, and over 30 attractions in the UK alone, Merlin is set to be a successful brand partner.

Emma Woods, Merlin global marketing director, said: “We are delighted to be linking with one of the UK’s best loved quality family food brands for the very first time. Merlin has over 30 great attractions in the UK and there is no doubt mums and kids alike will love this ‘Kids Have Fun For Free’ offer on Birds Eye packs, and the chance to have a fun day out with us this summer.

“The partnership between Merlin and Birds Eye is very exciting, and we hope that this promotion will be the start of a long and successful relationship.”