Sir, While chilled has its own USPs, we would absolutely reject the premise that smaller households are not being tempted by the frozen aisle (‘McCain makes debut in chilled aisle with range of potato lines,’ 17 September, p37). In fact, smaller households, especially those with just two people, are growing in number, and frozen is perfect for them as it provides products that offer speed and convenience, as well as versatility and quality.
We’ve just launched a new multimillion pound campaign for our Inspirations range, offering consumers a premium dining experience and allowing them to inject excitement into the typical midweek meal. This is all part of our plan to help reinvigorate the adult dining occasion category, which is currently worth £463m. We’re investing a total of £5.5m in the new above-the-line campaign to drive awareness of the Inspirations range among its target pre-family audience. Running across TV, VOD, digital and in-store, the campaign is designed to appeal to people who are looking for great-tasting food, but who don’t have time to spend preparing and cooking. When we launched Inspirations in 2014, the response was overwhelmingly positive, with the brand being named the most successful product launch of the year. With the launch of this new campaign, we want to take Inspirations and adult dining to the next level with a charming, celebratory ad and premium products to match.
As the leading brand in frozen, we are perfectly placed to drive the adult dining category, and the new range, for one to two person occasions, provides tasty, premium and inspirational products that will enhance the food credentials of the whole category. Let’s not do frozen a disservice by claiming it’s no longer relevant to smaller households - frozen offers something for every consumer, including pre and post-family audiences.
Steve Chantry, marketing director, Birds Eye