Birds Eye launches new campaign in response to lockdown

Birds Eye has launched a new communications campaign, responding to the coronavirus lockdown.

Titled ‘So, what’s for tea?’, the new campaign will run in place of the original through-the-line activity and will provide families with ideas for teatimes as well as for playtime, family time and downtime.

“At times of uncertainty, consumers rely upon and return to the trusted brands they know and love. As one of these special brands, Birds Eye feels a very strong sense of responsibility to reassure and to remind them that we continue to be there for the whole nation, and we hope that this campaign can help them, even if just a little bit,” said Sarah Koppens, marketing director UK, Birds Eye.

First aired on ITV1 on 7 April, and reaching people across TV, social media and via the Birds Eye website, the spot ends with an invitation to visit the ‘Helpful Ideas’ and ‘Life Hacks’ sections of the website, which contain games and colouring-in ideas, family activities, meal-planning tips and recipe ideas.

Birds Eye added that it is providing financial and logistics support to GroceryAid, FareShare and The Trussell Trust, as well as helping to keep food banks topped up, as part of its coronavirus reponse.