Birds Eye has invested £7.1m in the relaunch of its entire frozen chicken range with a big emphasis on its use of 100% chicken breast.
The push represents the brand’s biggest-ever investment in frozen chicken, and follows the announcement of a £4m marketing campaign to promote its coated fish lineup last week.
The relaunch will feature new packaging with a new chicken logo highlighting its 100% chicken breast promise, in addition to information on the range’s provenance as barn-reared chickens.
The campaign will run from 3 April until late November, backed by TV, outdoor and digital activity. The brand has also secured a tie-up with Mumsnet, which will promote the nutritional benefits of frozen chicken in recipes and blogs.
Birds Eye has expanded its premium Inspirations range with the launch of a new Inspirations Chicken Mini Fillets SKU (rsp: £3). The Inspirations range was relaunched last August as part of a £5.5m revamp. The newcomer will also be supported by a TV-led marketing campaign from May.
“We have a big opportunity to lead the renovation of a huge category that has been unloved for years,” said Birds Eye general marketing manager Adam Draper. “Our intention is to address misconceptions about frozen chicken, focusing on the fact Birds Eye is always made with 100% chicken breast.”
“With product improvements, premium innovation and new packaging, we’re confident we can change perceptions and drive growth.”