Crispy Chicken: The Success of Going 'Completely Cuckoo'

Nick Jones

How advertising contributed to Birds Eye's objective to become the single largest brand in the UK frozen poultry market.
Agency: Ogilvy & MatherAuthor: Nick Jones

Crispy Chicken: The Success of Going Completely Cuckoo

SUMMARY

The paper shows how advertising made a direct contribution to meeting Birds Eye's objective to become the single largest brand in the UK frozen processed poultry market.

A change of advertising coupled with using a new product to act as a lead example for the whole Birds Eye poultry range produced unprecedented results.

Ruling out all other possible factors, the advertising was shown to have produced a very rapid and large increase in sales of Crispy Chicken as well as...

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