Iglo Group, the owner of the Birds Eye brand, launched a multi-million pound “The Food of Life” campaign this week.
The £60m pan-European campaign aims to “champion real life, real food and real people” as Iglo aims to double the size of the business to €3.2bn by 2020. Some £16m will be spent in the UK alone, marking the biggest-ever investment in the Birds Eye brand.
The campaign also aims to change the view of frozen food from “fall back” to “first choice”.
Iglo Group’s investment includes TV, cinema and the roll out of a new logo and packaging across Europe to bring greater warmth and personality to its portfolio. In the UK Birds Eye will spend £5m on the launch phase of the campaign – and is also trebling digital spend in 2014 as part of its ambition to drive sales and build the brand’s reputation.
Commenting on the campaign Birds Eye MD Andy Weston-Webb said: “Research shows that meal times are one of the only moments in the day when households have a chance to come together and connect. Our campaign celebrates these moments and the powerful role food plays in everyday life.
“To do this we sat with real families from across the UK for dinner and captured their natural mealtime conversations. The result is a campaign that is a genuine snapshot into real life, real food and real people.”
The first three TV ads will focus on Birds Eye’s most famous products including Fish Fingers and Field Fresh Peas, Chicken Grills and Bake to Perfection fish with two new major product launches supported later in the year
To support “The Food of Life” advertising campaign and to break down traditional barriers to shopping for frozen food in-store, Birds Eye is launching a digital hub to give people all the ingredients for a better mealtime.
The digital tool will offer inspiration by providing sharable social content themed around specific meal occasions to enhance the total meal experience – from food and drink ideas to ambiance, topics of conversation and must-have accessories or props. Social and search and display will be used to raise awareness and engagement with the meals hub.
The first TV campaign will aired on Monday night at 19:45 on ITV during Coronation Street.