Birds Eye has struck Gold in the CPG/FMCG category at the Drum Marketing Awards, as it continues to direct additional traffic into the freezer aisles of UK supermarkets and other retail food stores by increasing the frozen food department’s appeal among younger shoppers. The brand earned the accolade for its “Our Chicken Shop is Now Open” campaign, which was praised by The Drum for “rewriting the frozen food playbook for a new generation.”
The award win showed that frozen food is pushing the boundaries and leading the industry when it comes to capturing the attention of Gen Z, with the campaign using a mix of content across different channels to be present in the spaces younger consumers are spending most of their time. This included:
• Social content produced by Birds Eye’s Cluck Collective of 37 influencers
• A partnership with EAFC (previously FIFA) to become the first FMCG brand to advertise in-game
• A pop-up experience, creating a real-world Chicken Shop in London, including a DJ set by former Love Island star Wes Nelson (pictured below)
The “Our Chicken Shop is Now Open” campaign was launched to engage a Gen Z audience, after Birds Eye identified an untapped opportunity to drive frozen sales among pre-family 18 to 35 year olds. It successfully achieved cut-through with that audience, resulting in a significant increase in social media followers and strong engagement with influencer content.
About Birds Eye
Owned by Feltham, England-headquartered Nomad Foods, the Birds Eye brand has been a household name in the United Kingdom for more than 75 years. Its portfolio of fish, vegetable and chicken products also includes a meat-free range, pizzas and roast accompaniments.
