Birds Eye is aiming to take its brand portfolio to a whole new generation of consumers with the appointment of a new agency to handle its influencer, consumer and corporate brief, following a competitive pitch process.
The Romans has been tasked with driving purchase intent through strategic earned comms, connecting Birds Eye brands to culture, and driving thought leadership from the front within the frozen category.
The account will include the main Birds Eye brand as well as Goodfella’s and Aunt Bessie’s, all owned by Nomad Foods.
Birds Eye launched over 75 years ago and has been championing accessible, healthy, sustainable and delicious frozen food ever since.
The appointment of The Romans follows a refreshed vision for Birds Eye; to be the world’s frozen food champion reflecting the positive impact frozen can have on people and the planet.
This vision is accompanied by a new Masterbrand platform ‘That’s A Recipe For A Life Well Fed’ created by Havas London. The work reframes frozen food as a source of nourishment, joy and connection, bringing people together around tastier, more fulfilling mealtimes.
Birds Eye UK and Ireland marketing director Claire Sutton said: “At a transformational time for the frozen category Birds Eye needs partners that have the strategic and creative nous to really deliver for our business. The Romans stood out to us as a team that is able to drive the perception change our business needs, and ultimately using frozen as a force for good.”
The Romans director Tom Winterton added: “New client wins don’t come much more iconic than Birds Eye. Families up and down the country (mine included) rely on this brand to deliver nutritious, convenient meals day in, day out. To be collaborating with a company that is such a part of everyday life for so many is a hugely exciting prospect.”
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