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.
- Going dark can be especially damaging at a time when wider category demand is booming – consider other strategies to remain visible.
- Reviewing the brand’s messaging and media mix through the lens of how consumers are reacting to more challenging economic circumstances.
Birds Eye, a mainstay of the British freezer, is keeping its eye...