JKR

Telling a simple truth

Freezing food is nature's way of preserving it. Preservative laden competition on the chiller shelf however, was perceived as a fresher and more premium alternative to the freezer cabinet equivalents. This problem was compounded by Birds Eye's cheap-looking packaging.

As the category leader, Birds Eye wanted to show the way – to re-establish frozen food as natural, honest and tasty. A sufficiently flexible solution was required, fit for a wide range of products and categories.

Capturing nature’s goodness

We turned the existing brand-mark into a transparent lens, placing it over various land and sea-scapes. This suggested that Birds Eye had frozen a moment in time, in order to deliver the freshest possible produce. Integrating the brand-mark with the central theme allows Birds Eye to stamp its identity on the design.

'With the lens we were able to give consumers a simple story, showing the consumer where the products came from.'

“We’d been in quite serious decline, and we were operating in the frozen food category, where the consumer had lost confidence in product quality. The category’s been back in growth since 2007, led very much by the Birds Eye brand”

In 2008, Birds Eye won 'Revitalised brand of the year' at the Marketing Week Effectiveness Awards. The brand was accredited for 'putting the good mood back into Birds Eye'.