Next phase in the Birds Eye revamp

Frozen food brand Birds Eye has unveiled a new logo and packaging as part of its repositioning under its “The Food of Life” advertising campaign.

Iglo Group is investing £60m on the relaunch across Europe in a bid to change the view of frozen food from “fall back” to “first choice”.

Designed by JKR, the logo has been paired back to give it a cleaner look on-screen – a key consideration given the brand’s increased focus on digital marketing and e-commerce.

The new packaging features the logo in the centre of pack to increase on-shelf standout on shelf while updated photography shows food in a real kitchen setting. 

In March, Birds Eye unveiled its new advertising campaign devised by Havas Worldwide, which features conversations that unfold as food is cooked, shared and eaten.

Iglo Group will reveal further information relating to its sustainability vision and forthcoming programme later in the year.

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