Famous for songs such as ‘House of fun', Suggs plays a cameo role in the ad featuring a family at tea time. The ‘good mood food' campaign depicts a mother feeling confident about serving nutritious food and children enjoying its taste.
Last year private-equity firm Permira bought Birds Eye from Unilever, which hasd relied on Bartle Bogle Hegarty for four years to handled its adveritsing. Those ads featured food critic Giles Coren extolling the nutritional benefits of frozen food. The campaign helped grow Birds Eye's green vegetables and fish sales by 4% and 12% respectively, although overall its value sales fell by 2% in the the 52 weeks to April 2007 acording to TNS Worldpanel data.
In June, the new owners assigned the £15m creative account to Abbott Mead Vickers BBDO to lead a reposistioning of the brand with £25m in marketing surpport.
Birds Eye general manager Anne Murphy General Manager, Birds Eye said: ‘This latest ad signifies an exciting new direction for us. The brand has a solid foundation and now we need to build on this with an injection of emotional engagement around food enjoyment'.
After years of decline the frozen food industry is on the rebound. According to the latest TNS Worldpanel data compiled for the British Frozen Food Federation, the value 0f the retail frozen food increase by 2.8% to £4.5bn in the year to 17 June 2007 compared with a year previously.
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