Birds Eye: Partnering with Iceland & hunting for Captain Charlotte

Birds Eye, a frozen food brand, set out to educate consumers in the UK on the health and environmental benefits of buying frozen food.

Executive Summary

Less food waste, reduced environmental footprint

In 2020 Birds Eye set out to educate consumers on the benefits of buying frozen foods to drive purchase, becoming more relevant with the resurgence and 30% uplift in the frozen food sector since the onset of the pandemic. With more shoppers being drawn to the category, it was clear that it was setting a pathway to long term consumer shopping behaviour changes.

The company's objective was to raise awareness of food security and to emphasise the significant impact that using frozen food can have on reducing food waste(which...

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