Birds Eye briefs Inkling to support £7.1m campaign to “reassure mums”

Inkling has been appointed by Birds Eye to support a major £7.1m re-launch campaign, as the brand looks to reassure mums about the quality of its frozen chicken products.

Birds Eye has announced the re-launch and improved quality of its entire chicken range, as well as the launch of its new Birds Eye Inspirations Chicken Mini Fillets range.

The frozen food brand aims to communicate that all Birds Eye Chicken products are made with 100% chicken breast. A new design will put food at the heart of the packaging, along with a new chicken logo supporting the 100% message.

The £7.1m integrated marketing campaign aims to “remind and reassure” UK mums about the quality and nutritional benefits of Birds Eye frozen chicken.

An integrated comms campaign, Birds Eye’s “biggest ever investment in digital”, will roll out from 3 April until late November, with TV coverage and outdoor media led by ad agency Grey London.

Inkling will be responsible for influencer and social strategy, content creation and consumer and trade PR activity. The team will be led by David Proudlock, Inkling’s co-founder and head of strategy and content.

Proudlock said: “This project with Birds Eye gives us the opportunity to do what we think we do best – connecting brands to communities in authentic ways. In this case, mums. There are some pretty strong misconceptions around Birds Eye chicken that we need to smash in order to drive success.”

A partnership with one of the UK’s most popular parenting site, Mumsnet, will underpin online comms and will be a key factor in reassuring mums about what’s in frozen chicken, as well as showing them new ways to serve it to their families.

The six-month partnership will feature across the entire Mumsnet platform and include recipes, Q&As, ‘Facebook Live’ and Instavlogs – a first for Mumsnet.

Outside of the Mumsnet activity, the online campaign will be bolstered by influencer partnerships and social spend to support Facebook video content inspired by the TV ad.