CAMPAIGN-I: News in brief

Birds Eye is launching a viral "pass-the-parcel" marketing campaign

for enjoy!, its convenience food range. The campaign, created by

Zentropy Partners, will target existing customers who have registered at

the food company's website,, and will invite them to

unwrap a parcel in return for a friend's e-mail address. Once unwrapped

the parcel will reveal whether the user's a winner or not, and the

friend will be contacted to invite them to win too.