The campaign is being managed by brand experience agency RPM and will kick off in Birmingham this month. It is to be exploited through direct marketing, PR, online and sponsorship activities.
RPM was briefed to devise a new "brand activation" theme as the platform for all below-the-line work. The agency came up with the theme "capturing the best of nature through photography", in an attempt to combine Birds Eye's brand values with a creative medium, such as photography, to engage target consumers.
Birds Eye will sponsor a national tour of the Earth from the Air photography exhibition at The National History Museum and has devised a national photography competition. The competition will invite members of the public to enter via the internet and winners will receive camera equipment and a helicopter with judge Yann Arthus-Bertrand. The exhibition will also tour other cities including Birmingham and Edinburgh.
Further below-the-line activity, including direct marketing, will support the campaign and will roll out over the next 18 months.
Birds Eye recently launched a new advertising campaign through Bartle Bogle Hegarty, running with the strapline "We don't play with your food".
The spot aims to demonstrate that all Birds Eye products are free from added artificial colours and flavours, and that all it does to its food is freeze it, free of any artificial preservatives.
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