Havas Media

Havas Media

London, United Kingdom

Media Buying/Planning

TitleBirdseye
Agency
Media Agency
Campaign Mix up your Menu
Advertiser Birds Eye
Brand Birds Eye
Business Sector Food
Story

The average UK family only has 6.5 different meals across a 14 day period. This frustrates mums, who want to provide more variety for their family but are reluctant to deviate from tried and tested dishes at the risk of dinner table rejection. 

Philosophy

We created “Mix Up Your Menu”; a platform for easy-to-try serving suggestions to help mums deliver greater meal variety by offering different ways of using Birds Eye core products.

Content was distributed across Birds Eye’s owned channels, then amplified digitally and in two selected TV programmes - Loose Women and This Morning - a huge departure from Birds Eye’s traditional approach to media usage. 

Problem

To persuade mums to expand their food repertoire in order to increase sales of Birds Eyes core products – no easy task given high existing range penetration. 

Result

1 in 6 people exposed to our campaign tried a “Mix Up Your Menu recipe”. Our innovative media approach proved both effective and efficient: our selective use of TV generated ROIs up to 65% higher than the Nielsen category benchmark. 

Media Type Case Study

Featured Work