Nov 7th, 2016
5 mins
GROWN WITH LOVE TO TASTE THE SWEETEST:
BIRDS EYE PEAS LAUNCHES NEW EMOTIVE CAMPAIGN
- Birds Eye launches its first advertising campaign in five years for Garden Peas and Petit Pois
- The campaign highlights the love and care that goes into creating the best quality peas
- New pack design launches to reflect this message of care
- The launch of the new ad forms part of Birds Eye’s bold shift in its marketing strategy to tap-into the latent love that consumers have for Birds Eye’s iconic products
Leading frozen food brand Birds Eye has announced the launch of a NEW advertising campaign that celebrates the quality of its iconic peas. The campaign, which commences on Monday 24th October is part of comprehensive £4m support plan that Birds Eye is investing in TV, VOD, PR, digital and design over the next 12 months.
NEW CAMPAIGN
Entitled “With Love from Birds Eye”, the new above-the-line campaign is the first for Birds Eye Peas in five years. The campaign centres on the love and care that is put into making Birds Eye peas the very best.
The advertisement follows a farmer as he tells his tale of working in the field – just as his father did before him – to ensure the Birds Eye peas he produces are unrivalled in quality and taste. He highlights the unique varieties found solely in Birds Eye Pea packs that help make them so sweet. The ad culminates with the farmer explaining how when it comes to food, things taste even better when they’re grown with love and care.
In a nod to Birds Eye’s heritage, the ad also sees the return of TV icon, Patsy Kensit, who reprises her association with the brand by lending her voice 43 years after her debut on British screens in the iconic Birds Eye Peas Go Pop ad.
NEW PACK DESIGNS
To further highlight the message of love and care, Birds Eye is introducing a new pack design, including the story of Birds Eye Peas from seed to plate, and how the enhanced taste comes from the amount of love poured into each pea.
Steve Chantry, Birds Eye UK Marketing Director, comments: “The campaign, which forms part of our new product-focused marketing strategy, aims to communicate the expertise, quality and care that goes into all our peas. We hope that consumers will forge an emotional connection to the process and realise that it requires hours of love, care and attention to produce peas of the highest taste and quality.”
Chantry continues, “Birds Eye Peas have been eaten by millions of households all over the UK for 70 years. We are confident that this campaign will not only drive interest and sales, but also strengthen Birds Eye’s position as one the nation’s most loved and trusted brands.”
The new TV ad can be viewed here https://we.tl/KvqHksmQmf
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