Ammirati Puris Lintas is positioning Birds Eye’s potato-based snack
product, Hungry Joes, as ’fuel for teenagers’ in a new illustrated press
and poster campaign.
The campaign, which targets parents with a series of humorous
executions, breaks on 8 March and will run for three months. It aims to
convey the mindset of the average teenager.
There are four ads in the campaign: ’What teenagers hear’, ’What
teenagers see’, ’What teenagers do’ and ’What teenagers dream’. They
show how young people are obsessed by eating, sleeping and watching
’Hear’ shows a mother talking to her son, but all he hears are the words
’dinner’s ready’ and ’food’.
Nick Welch, the executive creative director of APL, said: ’It’s a big
step for Birds Eye. It’s quite brave targeting. It says ’Let’s not try
to be all things to all men. Let’s say this is good fuel for teenagers
and position it as such.’’
The ads will appear in women’s monthlies, including Good Housekeeping,
and weekly magazines such as Bella. They will also run in weekend
newspaper supplements. Media planning is by Carat and buying is through
The campaign was written by Welch and art directed by Melanie
The illustrator was Liselotte Watkins.