The company, which has reformulated many of its meals and has been running extensive TV advertising highlighting its healthier ingredients, is planning a door-drop to 300,000 households to promote the fact that its products contain no artificial colours or flavours.
The campaign, developed by Tullo Marshall Warren, will target addresses from the Jigsaw database, created by Cadbury Schweppes and Unilever to measure consumers' brand preferences and purchase frequency. The work is designed to challenge consumer perceptions that frozen foods are unhealthy by promoting the role they can play in achieving a healthier lifestyle.
Last year, Unilever began a £60m revamp of the brand, with overhauled packaging which also flags up that Birds Eye does not use artificial colours, flavours or preservatives.
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