Leading food brand Birds Eye is targeting commuters with a London sampling campaign to promote its latest product launch, Steamfresh.
To promote the taste credentials of the 17-strong range, and show consumers that side dishes can be every bit as exciting as the main, Birds Eye has reimagined a vegetable stand at Waterloo station. Thousands of samples were handed out to members of the public from 4pm – 8pm on the 13 of November as people headed home from work.
The stand is the result of a new study by Birds Eye revealing the nation’s eating habits. According to the research 3.5m Brits haven’t eaten a vegetable in the last week, and one in four find preparing and eating veg boring. Almost half of the Londoners questioned (47%) blamed their long journeys for not allowing time to cook a meal in the evening, with over half (54%) admitting they only manage to eat two or less portions of vegetables each day.
Birds Eye has been supporting the launch of Steamfresh with an investment of almost £5.6m in the first three months with a multi-media campaign including TV, outdoor, PR, in-store, digital and sampling.
A nationwide promotion also sits on the brand’s Facebook page (www.facebook.com/birdseye), urging consumers to create their own version of Steamfresh. The game highlights Birds Eye’s commitment to fresh and great tasting food, and gives consumers the chance to win a foodie holiday, stylish microwaves and other prizes.
The new range hit shelves in September this year, forming part of Birds Eye’s ‘Food of Life’ strategy to pioneer great tasting, quality food that livens up mealtimes. With the range expected to receive £36m in retail sales value in year one, Steamfresh is the umbrella platform for a wide range of products driving a new steaming category.
Says Adam Draper, Birds Eye general marketing manager, said: “Birds Eye is always looking at ways to push new boundaries to make mealtimes more interesting and tasty. We’re really excited to be bringing Steamfresh to market and showcase the taste credentials of vegetables. We’re really proud of the range and hope it will prove that veg shouldn’t just be a need-to-have but a really nice-to-have at mealtimes.”
Steamfresh is available from £1.79 and £1.99 RRSP and can be found in retailers including Ocado and Tesco.