Whilst already being a highly salient brand, Birds Eye wanted to maximise reach among families to promote a new product and enhance perceptions of product quality and brand worth.
With a new 20” creative, Birds Eye reintroduced the beloved character ‘The Captain’ to engage their audiences, connect emotionally and promote their mini fish finger product.
Plan
Running across HP+CH AGP titles, cinema was able to maximise reach among the key family audience and associate the brand with quality family offering across the summer months with titles including Migration, Kung Fu Panda 4, and The Garfield Movie. The campaign also extended across TV, BVOD, Social Media, YouTube, and content creators.
Results
Cinema helped drive significant uplifts across key metrics for Birds Eye.
+24%
Higher ad recall among those exposed to the cinema campaign
+17%
Higher recommendation among those exposed to the cinema campaign
+46%
Uplift in brand perception, with the brand seen as more worth paying more for
+27%
Uplift in brand perception, with the brand seen as providing responsibly sourced food
