Birds Eye chicken portfolio returns to growth

Birds Eye’s chicken portfolio is in growth for the first time in three years, following a £7.1m relaunch in April this year, the company has reported. 

The core range was relaunched, supported by a packaging redesign, TV coverage, outdoor marketing, Birds Eye’s biggest ever investment in digital and influencer marketing, and additional PR activity. The campaign focused on the fact that all the company’s chicken is made with 100% chicken breast.
A partnership with the UK’s largest network for parents, Mumsnet, underpinned online communications. It was designed to reassure parents about the quality and nutritional value of Birds Eye chicken and show them modern and delicious ways to serve it to their families.
As part of phase two of the campaign, Birds Eye chicken was sampled by a panel of independent Mumsnet testers, leading the brand to be officially Mumsnet Rated. The rating is given based on the quality, taste and value of the products.

Headline results of the rating included:
• 90% of Mumsnet testers would recommend Birds Eye chicken to a friend
• 93% of Mumsnet testers would buy Birds Eye chicken again
The next phase of the campaign kicked off towards the end of August with a further investment of £2m until year end. This part of the campaign concentrates on Birds Eye chicken’s Mumsnet Rated status, quality and taste credentials. The Mumsnet Rated logo will feature across all Birds Eye chicken packaging, with TV coverage, print, Mumsnet support and digital investment appearing until December 2017.

The second phase includes a burst of TV and digital support for the brand’s Inspirations Mini Fillets and will run from 2 October until mid-November.
Andrew Elder, general marketing manager, said part of the aim of the continuing campaign was to challenge common misconceptions about frozen chicken. “We’re now back in growth for the first time in three years, and thrilled to have been awarded the Mumsnet Rated badge – with such glowing feedback from mums across the UK,” he said.

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