Birds Eye to relaunch entire chicken range to emphasise 100% breast message

Birds Eye has today announced the relaunch of its entire chicken range, which will communicate that all Birds Eye Chicken is made with 100% chicken breast.The £7.1m integrated marketing campaign aims to remind and reassure UK mums about the quality and nutritional benefits of Birds Eye frozen chicken and will be supported with the launch of a brand-new premium range, Birds Eye Inspirations Chicken Mini Fillets.

Fresh chicken is the UK’s fastest growing protein and Birds Eye’s goal is to see this growth replicated in frozen, by directly challenging common category misconceptions. In addition to the central 100% chicken breast message, the new packaging and supporting campaign will communicate its products have no artificial colours, flavours or preservatives, and all chickens are traceable to the farms where they are raised.

The integrated communications campaign will roll out from April 3 until late November with TV coverage, outdoor and Birds Eye’s biggest ever investment in digital. A partnership with the UK’s most popular parenting site, Mumsnet, will underpin online comms and will be a key factor in reassuring mums about what’s in frozen chicken, as well as showing them modern and delicious ways to serve it to their families.

Adam Draper, general marketing manager, said: “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. 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.”

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