Birds Eye to Launch New Multi Million Marketing Campaign
Today, the Birds Eye frozen seafood brand launched a £16m new marketing campaign to convey the shift in their consumer appeal strategy - in a move that will see the end of Clarence the Bear, the company aims to communicate their updated focus on meal occasions, rather than on the frozen food aspect.
Margaret Jobling, Birds Eye's UK & Ireland Marketing Director, explained the thinking behind their new brand positioning in an interview with Marketing Week: "The backdrop for the change is our ambition to double the [turnover of the] business to €3.2bn (£2.6bn) by 2020. We are highly trusted in frozen [food] but we sit in a very small space for consumers.
We have got 84% penetration, so we are in most British households but we are in less than 2% of all meal occasions. We are seen as a 'teatime fish fingers and peas brand' but we believe we have got the potential to be relevant to more people more of the time, which will help us grow. We want to move from the world of frozen to the world of food."
The Birds Eye marketing campaign will span TV, cinema and outdoor advertising on Monday 3 March, and will feature "real people having real conversations".