The importance of creativity in reviving the Birds Eye brand

Brian Carruthers

Frozen food brand Birds eye embraced creativity – in the broadest sense – to help turn around a declining brand.

Creativity works. It sells products, it drives growth and increases business value. And, interestingly, it also points towards categories that are in line for disruption.

If winning a Cannes Lions is the benchmark for creativity, the history of the retail category is instructive. The festival has been going since 1954 but it was fifty years before a retailer caught the attention of the judges: UK supermarket Tesco won a Lion in 2004. “Now the retail sector usually takes away two or three Grand Prixes every year,” according to Ascential Events CEO Phil Thomas.

And why might that be? “The...

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