BIRDS EYE RECRUITS MINI-CHEFS TO HELP FAMILIES GET BACK TO SCHOOL

Birds Eye is launching a Back to School campaign to help families get back into the swing after the long summer holidays. The leading food brand Birds Eye has enlisted a panel of mini-chefs aged 7-12 years to develop a range of delicious ‘kid-approved’ recipes to inspire parents with new ideas that kids will love at teatime.

Recipes from the budding Nigellas and Hestons include a Yummy Fish Finger Pizza, Chicken Dipper Korma and ‘Waffle Submarine’. The campaign has been created to promote Birds Eye’s heartland teatime products: Fish Fingers, Chicken Dippers and Potato Waffles. Details of the kids’ approved recipes can be found on the Birds Eye website (www.birdseye.co.uk) along with a mini cooking show hosted by kids showing families how to recreate the recipes at home which can be viewed here: www.youtube.com/birdseyechannel.

The campaign is being supported by a social media competition encouraging parents to upload photos and videos of their own mini-chefs cooking after school onto the Birds Eye Facebook page (www.facebook.com/birdseye). Lucky winners will be rewarded with an exclusive, limited edition freezer bag.

The campaign forms part of Birds Eye’s ‘Food of Life’ strategy to pioneer great tasting, quality food that can be enjoyed every day by everyone. A total marketing spend of £1.5 million has been invested, including TV, Media, Digital and PR during the Back to School period.

Cheryl Calverley, General Marketing Manager at Birds Eye, said: “Birds Eye has over 60 years of experience helping to make better teatimes, and we are passionate about creating products that not only make mum’s life easier but also deliver the great taste young diners want too. Our series of recipes from our mini chefs offer a variety of delicious teatime ideas that can be enjoyed by all the family.”