Birds Eye is splashing out a cool £300,000, its biggest ever in-store marketing spend, to support the launch of an on-pack promotion giving customers the chance to bag a soft toy of the brand’s polar bear mascot, Clarence.

It will spend a further £900,000 on digital, TV and PR activity to drive footfall in the frozen aisle and back the soft toy token-collect offer, which will run on 18 fish and fish finger SKUs and appear on 16 million packs from this month.

“People have been asking where they can buy a Clarence bear ever since the first ads aired,” said Birds Eye general marketing manager Nathan Ansell, “Given the consumer popularity of Clarence, we can expect to see greater footfall in the frozen aisle.” 

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Birds Eye kicks off 2011 with £1m promo bang (04 January 2011)