As part of the marketing drive, the company will communicate with consumers the fact that all Birds Eye Chicken is made from 100% chicken breast, while the design of the packaging will highlight the product, accompanied by a logo displaying the 100% chicken message. The investment will target UK mums and promote the products as a quality and nutritional meal option. This will be supported by the launch of a new premium range - Birds Eye Inspirations Chicken Mini Fillets.
Capitalising on chicken's reputation as a leading protein source in the UK, Birds Eye is hoping to replicate that message in the frozen category. The new packaging will inform customers that the frozen chicken range has no artificial colours, flavours or preservatives and that all Birds Eye Chicken products come from barn reared poultry. It will also clearly display the fact that all of the company's chickens are traceable to the farms where they are raised, as well as the animal feed being traced back to the farm where it was grown.
From 3 April until the end of November, a communications campaign will be introduced, which will see Birds Eye's largest-ever investment in digital. It will feature a partnership with parenting site, Mumsnet, where it will have a platform to communicate with mums about what is in frozen chicken, as well as giving them serving suggestions. It will include a Q&A forum, a 'Facebook Live' session and Instavlogs. Other than the Mumsnet partnership, the campaign will be assisted by influencer partnerships and social spend to support Facebook video content inspired by the TV advertisement.
Following the successful launch of the premium tier within its Inspirations fish range, Birds Eye is hoping to replicate this with the introduction of its Birds Eye Inspirations Chicken Mini Fillets. The new products are produced from whole inner-fillet strips in a variety of breadcrumbs that capitalise on the growing trends towards casual dining.
"It's an exciting time for Birds Eye, as we have a huge opportunity to lead the renovation of a huge category that has been unloved for years," said Adam Draper, general marketing manager for Birds Eye.
"Our intention for this relaunch is to address misconceptions about frozen chicken, focusing on the fact that Birds Eye is always made with 100% chicken breast and highlighting that it is a versatile and great-tasting option for weekday family mealtimes. The introduction of our new Inspirations Mini-Fillets and Inspirations Kievs further illustrates our commitment to quality and this too will be supported with an extensive TV-led campaign form May," he explained.
"This is Birds Eye's biggest-ever advertising investment focused purely behind our chicken business, spending £7.1m. With extensive communications, product improvements to our core range, premium innovation and new packaging, we are confident that Birds Eye will change perceptions and drive growth for the brand and category in 2017."