Birds Eye is aiming to propel frozen chicken up the pecking order with a multi-million pound marketing campaign - its largest investment in the category in a decade.
The £8m Winner Winner, Birds Eye Chicken for Dinner multi-channel push, which runs until December and encompasses two ads, aims to showcase the versatility and value of frozen poultry, the brand said.
As part of the activity, Chicken Dippers returned to screens for the first time in five years on Monday [26 March] with a commercial showing children enjoying dinner with their parents in an exciting setting with cheerleaders and retro disco vibes injecting life into mealtimes.
A second ad showcasing Chicken Chargrills is due to air on April 30.
“Poultry is one of the fastest-growing categories within frozen, with consumers increasingly turning to the protein because of the convenience and versatility these products offer,” said Birds Eye Chicken marketing manager Andrew Elder.
“As the leading brand in frozen, we have an opportunity to interact with consumers with this campaign through multiple touchpoints, putting an unprecedented spend behind our TV ads and engaging with shoppers through popular channels such as VOD and on social.”
Over the past 12 months, the Birds Eyes chicken portfolio has seen year-on-year value growth of 7.6% [Nielsen, 52 w/e 24.02.2018].