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, enjoygoodfood.co.uk, 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.