To mark National Unicorn Day, Birds Eye has launching a new product called rainbow potato waffles.
In line with the fantastical nature of unicorns, Birds Eye is marketing the new product with a similar fictional narrative, claiming that 9 out of 10 Unicorns prefer Rainbow Waffles.
'The Unicorn Research Agency' validate the marketing claim in a tongue and cheek launch film that stars 10 'real' unicorns.
Although National Unicorn Day is just one day amongst a wash of national marketing days that brands tap into throughout the year since it launched in 2008 it has gained in precedence each year.
This year, a whole host of brands have jumped onboard the national day inspired by a mythical creature. Ben & Jerry's is offering free unicorn inspired ice cream, while Muller has unveiled new Unicorn Corners.
This isn't the first time Birds Eye has tried to evoke a sense of fun with its audience. Last year, it revived its classic 'Waffly Versatile' jingle for the Instagram generation.
An iteration of the 1976 original campaign, the updated sing-a-long endorsed a series of re-tuned toppings, including eggs and smashed avo.
At last weeks The Drum Marketing Awards, Birds Eye won B2C brand team of the year.