katie bryson food blogger birdseye advert

Birds Eye is ploughing £3m into a marketing campaign to encourage consumers to use products such as its fish fingers as meal ingredients.

The 12-month Mix Up Your Menu campaign, which is being fronted by food blogger Katie Bryson, kicks off on Monday (19 January) with a 30-second ad showing viewers how to make a Fish Finger Pie.

Sandwiched between ITV’s flagship daytime shows This Morning and Loose Women, the creative is the first in a series to be aired every Monday to Friday throughout the year.

Other recipes suggestions will include Hot chicken Wrap made with Birds Eye’s Chicken Chargrills; and Spaghetti Bolognese using the brand’s frozen peas.

“We understand how tricky it is to keep mealtimes exciting for ­families, especially when trying to meet the demands of picky palates,” said Birds Eye UK marketing director Steve Chantry. “We’re thrilled to be partnering with ITV and Katie, who are helping us to galvanise families nationwide to mix up their mealtime menu in a fun and interesting way for 2015.”

The push, the ­latest strand in Birds Eye’s Food of Life advertising campaign, will be supported with TV, digital and PR activity and ­regular competitions.

Consumers who ­submit recipe ideas to the Mix Up Your Menu site or use the hashtag #BirdsEyeMixItUp will have the chance to win prizes.

Birds Eye said it had no plans to replicate the ‘fish fingers and custard’ ­recipe that is a favourite of Doctor Who.