How Advertising has worked in the Launch of Oven Crispy Cod Steaks in Batter

Describes the launch of Birds Eye Oven Crispy Cod Steaks in Batter, a new brand, in 1981. The market opportunity is analysed.
Agency: SSC & B LintasAuthor: Sally Tate

How Advertising has worked in the Launch of Oven Crispy Cod Steaks in Batter

INTRODUCTION

Birds Eye introduced its new Oven Crispy Cod Steaks in Batter into the Midlands in October, 1981. The product is truly a breakthrough in frozen food production. Its unique batter can be cooked in the oven or grilled, giving a perfect crisp golden coating without any of the fuss and bother of frying.

In launching this product, the company was most concerned about the risk of high substitution with its existing Crispy Fish in...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands