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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.
The Oscars of fmcg marketing – The Grocer’s Gramia Awards – drew the creative cream of the crop to London’s swanky Savoy Hotel this week. Alex Beckett reports on who stole this year’s show. Flummery and puffery. There’s no stomach for it, says Charity Charity, global creative director for Saatchi & Saatchi and chairwoman of this year’s Gramia Awards judging panel. “The biggest change as austerity looms is the shift towards no-bullshit advertising. People have just lost patience with flummery and puffery and by and large we’ve stopped offering it.”“That’s why the jury liked the Birds Eye work so much,” she says. The Birds Eye polar bear winner …
Birds Eye marketing director Ben Pearman is leaving the business next month to join consumer food giant General Mills in Switzerland. Pearman will leave Birds Eye at the start of the month to become marketing director for Europe, Middle...
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