Birds Eye to relaunch its entire chicken range

Birds Eye to relaunch its entire chicken range

Birds Eye has announced the relaunch and improved quality of its entire chicken range.

The £7.1 million relaunch and marketing campaign will communicate that all the Birds Eye chicken products are made with 100% chicken breast.

Birds Eye Inspirations Chicken Mini Fillets.

The marketing campaign aims to reassure customers about the quality and nutritional benefits of Birds Eye frozen chicken and will be supported by the launch of a brand new range – Birds Eye Inspirations Chicken Mini Fillets.

According to Birds Eye, chicken is the UK’s number one growing protein and its goal is to see this growth replicated in the frozen division.

In addition to the 100% chicken breast message, the new packaging and supporting campaign will explain to consumers that Birds Eye chicken has no artificial colours, flavours or preservatives; all its chickens are barn reared; and all chickens are traceable to the farms where they were raised.

An integrated communications campaign will run from 3rd April until November, with TV coverage and Birds Eye’s biggest ever investment in digital.

Speaking about the Birds Eye’s chicken campaign, Adam Draper, general marketing manager, said: “It’s an exciting time for Birds Eye, as we have a huge opportunity to lead the renovation of a huge category that has been unloved for years.

“Our intention for this relaunch is to address misconceptions about frozen chicken, focusing on the fact that Birds Eye is always made with 100% chicken breast and highlighting that it is a versatile and great tasting option for weekday family mealtimes.”

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