Unilever unveils Birds Eye revamp and plans £30m push
By Jennifer Whitehead,, brandrepublic.com, Tuesday, 10 February 2004 08:30AM
LONDON - Unilever has unveiled the new look for its frozen food brand Birds Eye, which will see it ditch its famous logo, and said that it will back its relaunch with a £30m advertising campaign later this year.
The new advertising, to be created by Bartle Bogle Hegarty, will run on television and in print. Unilever said the idea behind the campaign was to cement the new identity and give it more impact in supermarket frozen food aisles.
Controversially, the famous gull-shaped log is to go and will be replaced by an eye-shaped banner from April as part of the shake-up. Captain Bird's Eye, who has already survived one replacement attempt, will continue to feature in marketing.
Along with the investment in advertising, Unilever Ice Cream and Frozen Food will invest £10m in researching shoppers and working with retailers to improve the appeal of the frozen aisles to encourage consumers to buy more frozen food.
Packaging will be redesigned to make it easily identifiable as Birds Eye and new products, such as SteamFresh Peas, will be introduced.
James Simmons, trading director at Birds Eye, said: "We'll focus more time and money upon merchandising and availability; but we are equally ambitious to transform the appeal of the frozen aisles through more engaging promotional activity, better implementation of new products and a radical approach to the in-store environment."
Unilever reviewed the Birds Eye account out of McCann-Erickson late last year, appointing Bartle Bogle Hegarty after a pitch against J Walter Thompson and Abbott Mead Vickers BBDO. The agency already held several other Unilever accounts, such as Lynx, Impulse and Bertolli.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.
This article was first published on brandrepublic.com
- Senior Digital Designer Twist Recruitment £35000 - £42000 per annum + benefits, City of London
- Account Director - Retail to £50k Network Career Consultants £45000 - £50000 per annum, London
- Mid-Senior Print Designer | Contract | London Salt £200 - £300 per day, City of London
- Retail Marketing - Account Executive Barclay Meade £24000 - £27000 per annum + Benefits, City of London
- Marketing Manager Barclay Meade £45000 - £50000 per annum + Benefits, Reading
- Google becomes major UK advertiser after boosting spend by 50% in 2013
- Unilever pilots multi-brand advertising with YouTube beauty channel
- MEC boss Courtier hails £600m Vodafone media win as 'life changing'
- Partners Andrews Aldridge restructures creative with hires and promotions
- Sorrell says Publicis / Omnicom's 'merger of equals' is 'impossible'
- Gatwick rolls out 'guess the X-ray' competition