It’s business as usual for the Birds Eye marketing team at Unilever. Although the brand is currently being reviewed by Unilever as part of a strategic review of its European frozen foods business, the team is a well-oiled machine with slick organisational skills and set responsibilities, insists brand manager Ian Crichton. “It is a fantastic team and I am very lucky to have ended up on one that pulls together,” he says.
Crichton joined Unilever six months ago from Nestlé Purina, where he worked as a brand manager for cat food brand Felix. At Birds Eye, he manages the brand’s fish products and below-the-line brand activity and co-ordinates briefings.
Sofia Costa, a senior brand manager responsible for advertising and media, joins Crichton on the team. Her past experience includes working for pharmaceutical company Roche on its Rennie account.
Brand manager Lisa Woodrow, who previously worked at Heinz, focuses on the consumer and trade side.
Junior brand manager Nick Bridden joined the team four months ago from Unilever’s consumer insight marketing department.
For the past six months the team has been working on the Fight For Real Food Campaign, which is designed to help educate consumers that the Birds Eye range contains no artificial colours or flavours.
Launched last month, it offers consumers the chance to win a real £5 note in its frozen foods products. A mailer has been sent to 1.8 million households and a radio and poster campaign is set to launch soon.
‘A well-oiled machine with slick skills’