Birds Eye is launching an on-pack promotion to ‘Be Mortgage Free’.
The promotion will run across selected lines of Birds Eye’s most popular products, roughly half of the total range, during September, October and November.
The promotion offers the chance to have the mortgage paid off each month, courtesy of Birds Eye. All entrants will go into a daily draw to win pound;1,000. Consumers need to text or go online to register the unique code inside special Birds Eye packs.
‘Be Mortgage Free’ is part of Birds Eye’s commitment to grow the pound;4.5bn frozen food category.
Marc Kernick, customer marketing director, said: “The Be Mortgage Free promotion will encourage consumers to reappraise frozen food thus driving sales and consumption. We’re investing pound;1m alone in targeted TV advertising support to raise awareness of the promotion and drive people to the frozen aisle in store.”
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