Birds Eye has launched a marketing drive that aims to change shopper perceptions towards frozen fish’s freshness credentials and increase consumption.
The £2.3m Get On Board campaign will showcase the “quality and taste” of Birds Eye’s products, the frozen food giant said, while also encouraging consumers to up their intake of fish to meet NHS guidelines.
Despite the guidelines urging Brits to eat two portions of fish a week, the Nomad Foods-owned brand said the average sat at 1.3 weekly portions.
It believed consumers were being put off due to misconceptions around preparation time as well as the freshness of frozen fish products – something Birds Eye said was “locked in from sea to plate”.
The new drive hit TV screens this week with further advertising set to appear across digital, on-pack and at point of sale through at least September.
“This campaign has been in production for some time and will reinforce the benefits of eating responsibly sourced fish as part of a balanced diet,” said Birds Eye general marketing manager for fish Mike Sowerby.
“More people are seeing the benefits of eating frozen food, which has seen the category on an upward trajectory for a number of years now. With our Captain Birds Eye icon at its heart, this campaign will help to bring more shoppers to frozen fish by demonstrating its key benefits and overcoming popular misconceptions.”
Get On Board is Birds Eye’s second ad to appear on the small screen this month after its plant-based Green Cuisine range hit screens to promote its partnership with Team GB ahead of the Tokyo 2020 Olympics.
It comes amid a boom in sales of frozen fish last year, with sales up 19.8% to £1,098.8m [Kantar 52 w/e 26 December 2020], as consumers rediscovered frozen aisles in the wake of the pandemic.