Birds Eye has launched a sampling campaign and is set to visit 320 supermarkets as part of its Make More Of Midweek tour.
Developed by Live & Breathe, the campaign will see two supersize sampling rigs visiting the supermarkets over the next six months to promote ranges such as Bake to Perfection, Rice Fusions and Fish Fusions.
Helen Martin, general marketing manager at Birds Eye, said: "It is all too easy for people to fall into a food rut when it comes to midweek dining and continually rely on old favourites out of habit and ease. Our aim is to encourage Brits to find ways to make weekday nights more varied and exciting with minimal effort - starting with dinner. It's not about thinking too hard, or taking on too much. It's about finding small ways to try something new, to make evenings a little more interesting.
"We are really excited about taking the tour experience to stores nationwide and inspiring shoppers to add some Birds Eye flavour to their midweek meals."
Over 800,000 product samples will be handed out at Asda, Morrsions, Sainsbury's and Tesco.