Birds Eye dishes up new creative platform for frozen meal range

Birds Eye has launched a new creative platform alongside a multichannel campaign for its new Steamfresh range of healthy meals.

Due to showcase across TV, radio, social, PR and out-of-home executions, the campaign aims to change the perception of steaming and frozen ready meals, by providing a healthy meal option for time-strapped consumers.

Developed by creative agency Elvis, the campaign sports the tagline “Goodness That’s Steamy!” and features a 20-second TV spot and a series of 30-second radio spots.

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Promoting Steamfresh, Birds Eye ready meal range that debuted in March this year, the campaign sees a couple briefly returning for a quick lunch at home, only to be interrupted by an unexpected guest: the Steamfresh narrator.

Birds Eye brand, vegetables, potatoes and meat free head of marketing Jess Ali said: “At Birds Eye, the quality and taste of our products is at the heart of everything we do.

“The launch of our new creative platform for Steamfresh will help us bring some much-needed love to the lunch occasion and help transform perceptions of frozen meals by showcasing their premium quality and nutritional benefits.

“By reimagining Steamfresh’s tone of voice into something more tongue in cheek, we hope to welcome new fans into the brand and show them that lunchtimes no longer need to be boring.”

Earlier this year Birds Eye expanded its portfolio with the introduction of new Season Potatoes Bites as it aims to appeal to younger consumers looking for new flavour options.

Steamfresh meals are now available in Asda, Sainsbury’s, Morrisons and Iceland.



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