Birds Eye is launching a new creative platform and multichannel campaign for its Steamfresh range of meals.
The campaign, which uses the tagline “Goodness That’s Steamy!”, will exhibit a new playful tone of voice for the Steamfresh brand, aiming to drive awareness of the new meals launched in March.
The campaign seeks to change perceptions of steaming and frozen ready meals amongst a younger target audience of single or small households, providing them with a healthy option for the lunchtime occasion. It includes a hero 20-second TV spot:
This will be supported by a series of 30-second radio spots and out-of-home and social executions.
Jess Ali, head of marketing, Birds Eye Brand, Vegetables, Potatoes & Meat Free, said: “At Birds Eye, the quality and taste of our products is at the heart of everything we do. The launch of our new creative platform for Steamfresh will help us bring some much-needed love to the lunch occasion and help transform perceptions of frozen meals by showcasing their premium quality and nutritional benefits. By reimagining Steamfresh’s tone of voice into something more tongue in cheek, we hope to welcome new fans into the brand and show them that lunchtimes no longer need to be boring.”
The campaign will run across TV, radio, out-of-home, shopper, social and PR channels from today.
