senckađ
Group745
Group745
Group745
Group745
Group745
Group745
EDITION
Global
USA
UK
AUNZ
CANADA
IRELAND
FRANCE
GERMANY
ASIA
EUROPE
LATAM
MEA
Creative in association withGear Seven
Group745

The 'Chicken Witch of the West' Casts Her Magic in Birds Eye's Latest Campaign

05/07/2021
13.8k
Share
The £5.6m campaign will focus on the household brand’s chicken products to reinforce their taste and versatility to drive consumption

Birds Eye is launching a brand-new marketing campaign to celebrate its much-loved chicken range. Launching on the 5th July, the activity will tap into the quality and versatility of the Birds Eye products – following them being firm favourites with shoppers during the pandemic.

The advert will introduce a new character, The Chicken Witch of the West, to help amplify the taste and versatility of the chicken range. The Chicken Witch of the West will be seen helping transform every meal into something delicious using Birds Eye products – all made from 100% chicken breast. To showcase the broad appeal of the range, the campaign will celebrate two parts of the range – Birds Eye’s Chicken Grills, which currently holds 56.7% of the sector, and Chicken Dippers, the 5th biggest SKU within savoury frozen. To help all channels benefit from driving consumer trial, this campaign is set to embrace and build upon the growing popularity Birds Eye is experiencing with its chicken range.

Sarah Koppens, marketing director at Birds Eye, comments: “We saw so many buying into the frozen chicken category during the pandemic and using Birds Eye chicken products in different ways across lunch time and in creating higher quality at-home dining experiences. As a family brand, we wanted to showcase how versatile our chicken products are for children and adults alike, and to encourage shoppers to experiment with our Chicken range, by taking some inspiration from The Chicken Witch of the West. 

“We developed the character’s personality to be original and funny, imaginative and relatable, so it would appeal to both families and couples. We hope her dry sense of humour and culinary comments will tempt even more people to explore the chicken range and, as a result, make mealtimes more fun for everyone.”

The advert will air in two bursts, with the focus alternating between Chicken Grills and Dippers, between early July and December and will be amplified through social and digital assets too.

SIGN UP FOR OUR NEWSLETTER
More News from lbbonline.com
The Directors
LBB Film Club: Good One
14/11/2024
29
0
ALL THEIR NEWS
Work from
Newmix
Toyota
14/11/2024
0
0
The Maze
Turkish Airlines
14/11/2024
0
0
Hybrid Motorsports
Cupra
14/11/2024
0
0
ALL THEIR WORK
SUBSCRIBE TO LBB’S newsletter
FOLLOW US
LBB’s Global Sponsor
Group745
Language:
English
v10.0.0