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Birds Eye 'Revision'

Agency: AMV BBDO

Client: Birds Eye (CEO - Martin Glenn)

AMV BBDO has created a national TV and print campaign as part of a £25 million effort in 2007 for Birds Eye.

It stars ex-Madness front man, Suggs, and features the upbeat, good mood “Our House” in the soundtrack.

A 2006 campaign was created to drive frozen food category transformation and reappraisal through “the truth” investigative journalist campaign created by BBH.

It built a solid foundation for the brand but for 2007 the task is to make Mum’s feel good about serving Birds Eye food more frequently.

Research indicated an opportunity to drive more emotional engagement and the brief to AMV was to build a more “populist” campaign around food enjoyment.

Mums are striving to serve healthy, nutritious and tasty meals to their family, but because they’re busy, 70% of them don’t have a meal planned an hour before teatime.

The new ‘Good mood food’ campaign sums up how mum’s, kids and retailers will feel about serving Birds Eye.

TV and print will be supported by, pos, trade activity, PR, events and online.

“Good mood food” is supported by robust nutritional claims including New Birds Eye fish fingers that are a natural source of Omega 3, Birds Eye peas that have more iron than spinach, and Birds Eye chicken dippers are 100% chicken breast, so Mum can feel really good about serving them.

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