Birds Eye invests £3m in ITV partnership and blogger campaign
Birds Eye has inked an ad deal with ITV and invested £3m in a 12-month campaign with food blogger Katie Bryson, as it looks to extend its Food of Life brand proposition.
Launching today in between ITV’s This Morning and Loose Women, the first of the Mix up Your Menu ads, which will run Monday to Friday throughout the year, shows Bryson ‘mixing up’ recipes by cooking a fish finger pie.
The advert will encourage viewers to visit the campaign’s microsite to share mealtime tips, which reflects the frozen food brand’s desire to bring its products to more meal time occasions.
The series of adverts, produced by ITN Productions, will be complemented by a campaign push through PR, digital and social with the hash tag #BirdsEyeMixItUp.
Birds Eye UK marketing director Steve Chantry said the campaign is the latest investment in digital marketing. "As a company, we are committed to meeting the evolving needs of our consumers, and we will continue innovating to ensure we meet these demands.
"With so many consumers now consulting the internet as part of their ‘food journey’, the Mix Up Your Menu campaign is the latest development in Birds Eye’s commitment to investing in digital marketing to deliver innovative online campaigns."
Last year, the brand invested £10m into the launch of its Food of Life campaign and scrapped its polar bear brand mascot.