- The £5.6m campaign will focus on the household brand’s chicken products to reinforce their taste and versatility to drive consumption
- The activity will first appear on TV from the 5th July, followed by subsequent bursts through to December
- Chicken Grills will be the first focus of the campaign, later switching to Chicken Dippers
Birds Eye is launching a brand-new marketing campaign to celebrate its much-loved chicken range. Launching on the 5th July, the activity will tap into the quality and versatility of the Birds Eye products – following them being firm favourites with shoppers during the pandemic.
After an outstanding performance (+37%) over the last few years[1], the advert will introduce a new character, The Chicken Witch of the West, to help amplify the taste and versatility of the chicken range even further. The Chicken Witch of the West will be seen helping transform every meal into something delicious using Birds Eye products – all made from 100% chicken breast. 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[2], and Chicken Dippers, the 5th biggest SKU within savoury frozen*[3]. 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, comments: “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.”
The advert will air in two bursts, with the focus alternating between Chicken Grills and Dippers, between early July and December and will be amplified through social and digital assets too.
[1] MAT May’17-May’21 CAGR RSV, Nielsen, Total Coverage
[2] Nielsen, Total Coverage, Frozen Poultry Grills, 52w/e 22.05.2021
[3] NielsenIQ, Total Coverage, Savoury Frozen, 52w/e 22.05.2021
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