When BBH won the Birds Eye business the frozen food category was in long-term decline. Planning helped the brand Birds Eye find the road to recovery by first identifying that the root of its woes was consumer perceptions, not of the freezing process, but of the food it froze.
Birds Eye – Breaking through the glass ceiling
Planned by: Steve MustardeAgency: Bartle Bogle Hegarty
SUMMARY
When BBH won the Birds Eye business the frozen food category was in long-term decline. This is the story of how planning helped the brand Birds Eye...
