Birds eye pro tein bow4/11/2023 ![]() ![]() The marketing teams executed the core business plans to revive the core of the business - but in each case also used their collective ingenuity and entrepreneurship to put in place activities and took a number of risks in order to break new ground for the brand and modernise. The team was restructured around these ‘Battles’ with a supporting communications and media team to support the execution of campaigns and manage effective agency and media channel relationships. Six ‘must win battles’ were identified which capture the essence of the core of Birds Eye’s business: Fish Fingers, Coated Fish, Chicken Dippers, Chicken Grills, Peas and Inspirations - collectively representing around 75% of sales. A ‘bottom-up’ approach rather than a ‘top down’ one. This strategy centred on winning in the market by developing focussed marketing and communication strategies at a product sector level - for example Fish Fingers or Peas – rather than a total brand level. The Birds Eye brand team were given responsibility for driving the execution of an ambitious change in marketing strategy o turn around the fortunes of the brand.įundamentally this was about a shift in direction from a previous ‘master brand’ strategy, which drove a single campaign and visual identity and strategy across the entire brand and a focus on innovating in new spaces - to a new strategy based on the principle of ‘Must Win Battles’. Prior to 2017, the brand had suffered five years of significant decline during which brand performance deteriorated rapidly. The Birds Eye Marketing Team comprises of 20 individuals and is responsible for driving the growth strategies for the core brands such as Captain Birds Eye Fish Fingers and Birds Eye Garden Peas. ![]() ![]() Birds Eye is a market leading frozen food company, owned by Nomad Foods, the leading European Branded Frozen Foods business. ![]()
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