Birds Eye has appointed Elvis to lead its UK digital and social media account – following a strategic review – as part of plans to drive core brands and breathe new life into the frozen food sector.
The agency will launch its first work for Birds Eye’s new Steamfresh Vegetables next month, developed with brand’s lead creative agency, Grey London.
Birds Eye, which is owned by Nomad Foods, is attempting to “redefine and reinvigorate the frozen food category” and recently launched a vegan Green Cuisine range, which includes soy-free and wheat-free products such as sausages, burgers and Swedish-style balls.
The brand is already a heavy user of social media, with one recent innovation – a recipe for fish finger lasagna, posted on its Facebook page – sparking mass media coverage.
It seems that Elvis’ work with other brands, Mondelez International’s Cadbury, Oreo and Green & Blacks, as well as Budweiser, Stella Artois and Kraft Dairylea, played a major role in the Next 15-owned agency scooping the business.
Birds Eye marketing director Steve Challouma said: “We’ve been impressed by the quality of [Elvis’] strategic thinking, as well as the creativity it brings to its campaigns. It is a nimble, progressive agency that clearly understands the evolving needs in digital advertising and will bring a really fresh approach to our brand.”
Elvis chief executive Tanya Brookfield added: “Birds Eye is not just the UK’s number one frozen food brand, it’s one of the top brands, full stop. With big ambitions, an enviable portfolio of famous products and an iconic brand figure in the form of Captain Birds Eye, what’s not to love? We can’t wait to get started.”
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