Birds Eye has launched a pop-up restaurant that allows customers to settle the bill by sharing an Instagram picture of their food using the tag #BirdsEyeInspirations.
The concept restaurant, named The Picture House, will open its doors in London this week before visiting Manchester and Leeds in June, after research found that 52 per cent of the public regularly take photos of their meals.
Fish Chargrills and Chicken Inspirations will be two of the dinner options available at the pop-up restaurant.
Birds Eye marketing director, Margaret Jobling commented: "Taking photos of food enables people to show off and to share their mealtime moments - from the every day to the very special. We wanted to tap into this trend and create a new reason for people to talk about and sample our newest additions to the Inspirations range."
As well as opening The Picture House restaurant, the Inspirations range will be promoted through a multi-media campaign including TV, digital, POS and a three month sampling campaign.