How Birds Eye pivoted its marketing during COVID-19 without going dark

Anna Hamill

Birds Eye, one of the UK’s best-known frozen food brands, found itself trying to catch up with booming demand during COVID-19, which required a rethink of its marketing plan.

Why it matters

Birds Eye was able to adjust its marketing plan away from conventional product-based advertising to allow the company to catch up with demand, without going dark.

Takeaways

  • Advertising products when the brand can’t guarantee supply is not the right thing to do.

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