Brand: Birds Eye Field Fresh
Media: National Newspapers and TV
Target Audience: C1C2D Women aged 35-54
Media Spend: Newspapers Â£0.6m; TV Â£1.6m
To drive trial and awareness of the re-launch of the brand and launch of the four new product variants by demonstrating the health and taste benefits of Birds Eye frozen vegetables vs fresh and branded competitors.
Role of newspaper advertising
Frequent newspaper readers account for 30% of all branded frozen vegetable sales. Newspapers allowed Birds Eye to communicate specific competitive points about specific Field Fresh products in separate executions.
The campaign successfully delivered a sales uplift and built brand loyalty.
- The newspaper campaign alone stimulated a 3.9% sales uplift for the advertised Field Fresh variants during, and a 1.9% increase post-campaign
- The advertising created a halo effect across the entire Birds Eye frozen vegetable range â€“ sales increased by 3.9% whilst the campaign was running
- The TV and newspaper campaign caused a massive 93% to re-appraise the brand
- TV and newspapers built brand health. Adding newspapers to TV built competitive advantage by 10% points, and increased bonding with the brand by 17% points
The test campaign consisted of national newspapers and TV running between February and May 2010.
Brand tracking by Millward Brown was conducted pre and post the activity. dunnhumby provided the sale results via analysis of Tesco Clubcard data.