Agency: St Luke's
By Sarah Shearman, marketingmagazine.co.uk, Thursday, 31 May 2012 08:30AM
The app by Glue Isobar features Clarence, the brand's polar bear character.
It forms part of the food giant's wider 'All You Need for a Great Teatime' strategy that offers food tips and family recipes.
The app encourages users to upload their own recipes and share them on Facebook. Future plans include increasing its functionality to allow users to rate each others' recipes.
It can be accessed from Birds Eye's Facebook page, which has more than 130,000 likes.
Earlier this month it was reported that Thailand-based Charoen Pokphand Foods is gearing up for a £2.5bn acquisition of Birds Eye.
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This article was first published on marketingmagazine.co.uk