Leading UK food brand Birds Eye is unveiling a bold new advertising campaign to change the view of frozen food from ‘fall back’ to ‘first choice’. The breakthrough campaign is the first from Havas Worldwide London who were brought on board in November to help execute a new global brand positioning across all markets.
Iglo Group is spending £60m on the brand re-launch which will include the roll out of a new logo and packaging across Europe to bring greater warmth and personality to its portfolio. In the UK Birds Eye will spend £5m on the launch phase of the campaign – and £16m on media over the year. It is also trebling digital spend in 2014 as part of its ambition to drive sales and build the brand’s reputation for great tasting food that can be enjoyed every day.
Featuring conversations that unfold as food is cooked, shared and eaten, “The Food of life” campaign champions real food and the way real people eat and interact at meal times.
Creative Director Gerry Moira
Art Director Gerry Moira / Phil Beaumont
Copywriter Gerry Moira / Paul Burke
Account Director Lizzie Stanley, Milly Chu
Account Manager Aymara Blanco
Agency Producer Sian Parker
Photographer Simon Page Richie
Director/ Production Co Ed St. Giles, The Sweet Shop
Producer Kate Taylor, The Sweet Shop
Editor Ten3
Post Production The Mill
Sound Design Angell Sound
Typographer -
DoP Matt Fox
MEDIA
Media planning/buying Havas Media
Media spend £10M (annual)
The TV Commercial Ad titled The Food of Life was done by Havas Worldwide, London advertising agency for product: Frozen Food (brand: Birds Eye) in United Kingdom. It was released in the Mar 2014.
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