Birds Eye Takes Flight: A Fresh Spin on Frozen Foods
Who says legacy brands can’t have a little fun? Birds Eye, the iconic frozen food giant, is redefining its image with a daring leap into pop culture. Recently crowned with a Gold Award in the CPG/FMCG category at The DMA EMEA Awards, this century-old brand is proving it can still think like a startup, especially when aiming for the taste buds of Gen Z.
Welcome to Chicken Shop: Where Flavor Meets Fun
Forget what you thought you knew about frozen food. Birds Eye is stepping up its game with a sassy new initiative—Chicken Shop. According to brand manager Charlotte Vause Cross, the brand identified a golden opportunity: appealing to the young, pre-family crowd aged 18-35 who demand flavor without the fuss. “This group loves fast food, but frozen… not so much,” she says. Enter: Chicken Shop.
With a popping new concept, Birds Eye launched a pop-up chicken shop in hip Shoreditch, London. But this isn’t just a gimmick; it’s a full-on experience. Think free grub, a DJ set from Love Island’s Wes Nelson, and a social media strategy that’s got influencer marketing on lock. The goal? To capture that ever-elusive "fakeaway" experience, a trend that has everyone craving takeout without the delivery fees.
Level Up: Gaming Meets Grocery
Oh, and did we mention they’ve entered the gaming space? That’s right! Birds Eye is making waves as the first FMCG brand to collaborate with EA FC (formerly FIFA). Vause Cross raves about this breakthrough: “Gaming isn’t just a platform; it’s a whole new world where we can connect with our audience.” Say goodbye to traditional ads and hello to immersive experiences that make frozen food feel fresh and fun.
A Delicious Redefinition
Let’s face it: frozen food has long been deemed the wallflower of the grocery aisle. Vause Cross acknowledges the stereotype. “Frozen isn’t always seen as sexy. People often just grab it as an afterthought.” But Birds Eye is flipping that narrative by positioning their products as the stars of the meal, especially as inflation has folks looking for budget-friendly yet indulgent options.
"We’re embracing the ‘fakeaway’ trend, offering rich flavors while sticking to healthier options,” she explains. With their new Chicken Shop range, each product sails smoothly past the HFSS regulations—not just a stroke of luck, but a strategic advantage that keeps the health-conscious crowd coming back for more.
Innovating Tradition
For a brand that predates television, Birds Eye is going against the grain in the best way possible. Their “Chicken Shop Safari” involved visiting multiple chicken joints around London, soaking up trends, and figuring out what makes the chicken shop experience a crowd-pleaser. “It’s been thrilling to embed our brand in the urban cultural landscape,” shares Vause Cross, highlighting their willingness to adapt and innovate.
AI Meets Aisle 3
But wait, there’s more! A sprinkle of AI magic is also part of this evolution. Birds Eye has teamed up with Dragonfly AI to analyze packaging designs and marketing materials. With heatmaps showing where shoppers’ eyes wander first, they’re ensuring their frozen delights catch your attention—not just for nostalgia but for fresh, exciting new flavors.
Growing with Their Audience
As Birds Eye aims for lasting engagement, Vause Cross is optimistic about what’s next. “We want people to grow up with Birds Eye,” she says, envisioning a journey through every life stage—from childhood staples like fish fingers to trendy chicken dippers for those nights in. And while Captain Birds Eye is still sailing strong, Vause Cross hints at exciting new stories on the horizon, such as Captain’s Discoveries, delving into global cuisines.
Conclusion: Cheers to the Future
Winning gold at The DMA EMEA Awards was a delightful surprise for Birds Eye. “To be recognized among such big names made us immensely proud,” says Vause Cross, emphasizing that their success is a team effort rooted in creativity.
The bottom line? Legacy brands can absolutely thrive in a Gen Z universe—but only if they bring authenticity, humor, and a twist of the unexpected to the table. Frozen food isn’t just back in vogue; it’s ready to sizzle. So, are you ready to dive into the new era of Birds Eye? Bon appétit!
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