One of the products of Birds Eye line. (Photo Credit: Birds Eye)

Iglo renews marketing strategy for Birds Eye

Eager to change the public's perception of frozen meals so that they are seen as 'inspiration' rather than 'desperation,' Iglo Group is developing a strategy which will shake the advertising behind several of its brands, including Birds Eye.

In a move to strengthen brand perceptions, the firm has confirmed it is tendering its advertising. Part of the strategy will involve developing new advertising campaigns as well as marketing testing over the next 12 months.

The idea is to convert online engagement into sales, Margaret Jobling, Birds Eye´s marketing director told Marketing Week.

The firm also plans increase its investment into digital social media such as Facebook and advertising through mobile media.

Iglo intends to invest the most of its GBP 100 million (EUR 118.7 million) marketing budget into these campaigns, which will be designed to make its products more attractive to adults. The company wants to highlight the nutrition and health credentials of its products.

Frozen dinners, popularly seen as a quick way to solve the children's tea, will now be targeted at the adult market.

The brand's new CEO, Leoni Sceti, investor of several digital start-ups, predicts the brand will lead the digital market by tying digital activations closer to TV campaigns. Sceti used to run EMI record label and is intent on focusing on digital marketing as the company's strategy.

"The review is being conducted because we believe that a single, harmonized positioning strategy that is implemented across Europe will enable us to take our market-leading brands forward and deliver growth," Iglo expressed in a statement.

Birds Eye was created in 1922, when a biologist for the US government, Clarence Birdseye, gave his name to the brand and patented the "quick freezing" process. Birdseye's famous fish fingers were launched in 1955 and have become a popular option for a quick, effortless dinner in the UK ever since. 

Iglo currently spends over GBP 84 million (EUR 100 million) each year on media buying and advertising. At the moment, its advertising agencies are AMV BBDO and McCann.

By Gabriela Raffaele
[email protected]
www.seafood.media

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