Birds Eye improves quality of chicken range
Birds Eye has announced the relaunch and improved quality of its chicken range, highlighting that it is made with 100% chicken breast.
Combined with a new design and chicken logo, a marketing campaign aims to remind and reassure UK mums about the nutritional benefits of frozen chicken. This will be carried out through a six-month partnership with parenting site Mumsnet, and includes recipe inspiration and forum Q&As across its online platform. It will also be supported with the launch of a new premium range, Birds Eye Inspirations Chicken Mini Fillets.
Adam Draper, general marketing manager, says, “It’s an exciting time for Birds Eye, as we have a huge opportunity to lead the renovation of a category that has been unloved for years. Our intention for this relaunch is to address misconceptions about frozen chickens, focusing on the fact that Birds Eye is always made with 100% chicken breast.”
The campaign will roll out 4 April until late November, with strong TV coverage.
