Birds Eye: Making vampires 'a bit more veggie'

Birds Eye, a frozen foods brand, increased return on investment in the UK by creating a series of ads featuring a new modern Captain.

A tsunami of very big problems

Challenges the brand faced

Wrong marketing strategy, wrong innovation focus

Prior to Nomad Foods Europe's intervention, Birds Eye was subject to a Masterbrand strategy. It was bland and failed to offer the necessary differentiation for the business' core categories. Additionally, the business had turned even further away from protecting its core business, by driving innovation in 'white spaces'. Although it opened new territories, e.g. breakfast, the opportunities weren't big enough to balance the losses experienced in core.

External pressure

The frozen food category was in steady decline, largely driven by Birds Eye's performance. Saving...

WARC subscribers can sign in to keep reading

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