The relaunch will be supported by a £30m campaign, including TV ads by recently appointed agency Bartle Bogle Hegarty (Marketing, December 18 2003).
Birds Eye has been spurred into action following the success of chilled-food manufacturers that are benefiting from widespread consumer belief that chilled food is fresher than frozen food. Packaging has been revamped to encourage consumers to re-evaluate their opinions of frozen food.
Global guidelines from Birds Eye parent Unilever, produced by design agency Carter Wong Tomlin, will require packs to convey the fact that Birds Eye products contain no artificial colours, flavours or preservatives, and carry a nutritional 'promise'.
Birds Eye will launch a range of products, including a SteamFresh line, when the overhauled brand hits the shelves in April.
Packaging guidelines will be implemented and interpreted by different design agencies in each country. Brewer Riddiford is overseeing the work in the UK.
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