Birds Eye launches marketing campaign to celebrate its chicken range
By Oliver Morrison
- Last updated on
Launching on the 5th July, the new marketing push hopes to tap into the quality and versatility of the Birds Eye products. To showcase the broad appeal of the range, the campaign will celebrate two parts of the range – Birds Eye’s Chicken Grills, which currently holds 56.7% of the sector, and Chicken Dippers, the 5th biggest SKU within savoury frozen. To help all channels benefit from driving consumer trial, this campaign is set to embrace and build upon the growing popularity Birds Eye is experiencing with its chicken range.
Sarah Koppens, Marketing Director at Birds Eye, said: “We saw so many buying into the frozen chicken category during the pandemic and using Birds Eye chicken products in different ways across lunch time and in creating higher quality at-home dining experiences. As a family brand, we wanted to showcase how versatile our chicken products are for children and adults alike, and to encourage shoppers to experiment with our Chicken range, by taking some inspiration from The Chicken Witch of the West.
“We developed the character’s personality to be original and funny, imaginative and relatable, so it would appeal to both families and couples. We hope her dry sense of humour and culinary comments will tempt even more people to explore the chicken range and, as a result, make mealtimes more fun for everyone.”