Comunicato Stampa: Birds Eye

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Birds Eye Ireland celebrated Captain’s Day, and promoted the nutritious, healthy element to their frozen food products by offering their customers a free swim! As part of an ongoing relationship between Nomad Foods and TLC, this campaign rewarded and engaged Birds Eye’s customers across Ireland.

THOUSANDS OF FREE SWIMS GIVEN

How TLC offered rewards to the Birds Eye audience

Engaging the audience

Using our insight-led approach, we found that consumers are taking a more considered look at their own, and their family’s, health and wellbeing. A reward promoting healthy activity would resonate with this target audience.

Swimming consistently indexes highest in our activity and sport-based campaigns, so it was the perfect fit to celebrate ‘Captains Day’.

We created the National Swimming Network for Ireland, offering FREE SWIMS with EVERY PACK. We included, where possible, accessible venues ensuring the campaign was inclusive.

Tell us about the Captain's Day campaign

TLC was tasked with driving penetration across Birds Eye’s core fish ranges, and getting closer to No. 1 in the Irish market. Utilising Captain’s Day – the perfect day to celebrate Captain Birds Eye and drive awareness to the brand – as a push to drive sales and market share in an increasingly competitive market.

The target audience was families across Ireland.

This was communicated on-pack, through in-store POS and through digital platforms (web, social and CRM). The offer was available across major supermarkets and convenience stores in Ireland.

Through a bespoke claim website, customers were able to upload their receipt and claim their free swim, at a local venue selected by them. Our extensive network of swim venues ensured customers were able to access a venue nearby.