Birds Eye has hired Live & Breathe to handle a range of marketing activity for the brand’s frozen food range – including shopper, promotional and experiential marketing – following a pitch handled by Creative Brief.
Live & Breathe will work alongside Birds Eye’s advertising, media, PR and digital agency partners to drive integrated marketing strategy.
Angus Peterson at Birds Eye said: “Live & Breathe demonstrated an excellent appreciation of the FMCG space, coupled with a true understanding of both brand and retailer environments including channel and category issues. They also clearly possess the gravitas and strategic credentials that we require of an agency taking on this role.
“Birds Eye is on an exciting journey to deliver a step change in consumer perception of the frozen category and the work that Live & Breathe develops will play a key role in making this happen in line with our growth and marketing strategy”.
The agency’s first task is to work on an occasion-based marketing campaign targeting Bird Eye’s key audience of mums. Recent marketing messaging for the Birds Eye brand has focused on product quality and health benefits, and this is an area Live & Breathe will be responsible for developing further.
The agency will report to Angus Peterson, head of media at Birds Eye.
Nick Gray, managing director of Live & Breathe, said: “Birds Eye is a great brand to be working on. It has a huge amount of heritage and it has exciting plans both for the brand and for the frozen category more broadly. We are eager to put our pitch ideas into action with immediate effect.”
