Birds Eye launches £1 initiative
Frozen food brand Birds Eye is launching a campaign to place frozen food as a value alternative to fresh and chilled items.
The "Make Your Pound Go Further With Birds Eye" initiative is running £1 deals across a range of products to help families beat the economic downturn.
Trade Marketing Manager for Birds Eye, Belinda Hoby, said the frozen food brand hoped to encourage the buying of frozen food as a good-value solution.
She added that the Birds Eye range did not compromise on quality, and that the Birds Eye range "delivers freshness directly to the family dining room table."
As part of the initiative, Bird Eye hopes to educate consumers about how buying frozen food can help reduce waste and save households money through greater flexibility in meal planning.
The new initiative will focus on Birds Eye family favourites Omega-3 Fish Fingers, Crispy Chicken plus the re-launch of the classic Arctic Roll.
The campaign will be supported by a £1.2m advertising launch.
Copyright © Press Association 2008
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