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Frozen food brand, Birds Eye, has announced the relaunch of 57 core products as part of a new brand campaign celebrating its biggest icons: Fish Fingers, Garden Peas, Chicken Dippers and Chicken Grills.
The campaign also sees the return of Captain Birds Eye in a bold new advertisement set to hit screens on Saturday 9th April.
In one of its biggest-ever brand initiatives, Birds Eye is revitalising its core product range, with product quality improvements and pack-size increases that give consumers even better value for money.
57 SKUs across four categories are set to be relaunched in April, including bigger size Chicken Chargrills, new Chicken Dippers, improved Oven Crispy Breadcrumb on Fish Fingers and bigger, better value Pea packs.
Steve Chantry, Birds Eye Marketing Director, said:
“This relaunch is about Birds Eye reclaiming the Great British Tea Time and driving growth back into the frozen food category.
“Birds Eye is eaten by 90% of all UK households and our product quality improvements and increased pack sizes will offer our consumers even better value for money.
“We are confident that this campaign will be a big hit and strengthen Birds Eye’s position as one the nation’s most loved and trusted brands.”
The campaign will also be supported by a trade-wide shopper marketing plan including front-of-store presence, gondola-end point-of-sale and promotional support.
All updated Birds Eye packaging will include ‘The Birds Eye Difference’ tick icon on front-of-pack, guaranteeing Birds Eye’s commitment to improving quality and value, made with no artificial colours, flavours or preservatives.
Launching on Saturday 9th April, a new above-the-line campaign is set to capture a Birds Eye tea time as seen through the eyes of a child.
Filmed with an air of magical realism, the advertisement opens with a young boy with a difference – he has a tail, which wags with enthusiasm and excitement as he skips and bounds home from school for his Birds Eye tea.
The story unfolds through his journey home, with different scenes and encounters.
He runs through a field full of Birds Eye peas, with pods popping, to a quaint harbour where a fishing boat is bringing in the daily catch, steered by Captain Birdseye.
After over a decade away from the nation’s screens, Birds Eye is bringing back Captain Birdseye in a nod to the brand’s heritage.
The Captain has been helping mums provide kids with their first taste of fish since the 1960s and his presence in the new ad helps to communicate the brand’s heritage and universal trustworthiness.
The ad ends with the boy arriving home, his tail drooping with disappointment when he thinks that his mum has not made his favourite Birds Eye tea.
However, he soon realises that mum has arranged it in the garden instead and his tail starts wagging furiously as he sees all his favourites: Birds Eye Fish Fingers, Potato Waffles and Peas.
In addition to the new ad campaign, Birds Eye has signed a new deal with Channel 4.
From 1st April, a series of idents will air daily and are set to be seen by over 70% of housewives with kids during animated sitcom, The Simpsons.
The partnership with Channel 4 will see the hero of the new ad feature in each ident and gives Birds Eye the opportunity to introduce even more UK families to its product range and promote brand messaging.
With a total investment of £8m, the new Birds Eye campaign will run across TV, VOD, cinema, in–store, out-of-home and digital media. Birds Eye will also continue its focus on digital and social platforms.
Chantry continued: “2016 is set to be a really exciting year for Birds Eye and we’re looking forward to taking our brand in a fresh direction with the new campaign.
“We know that consumers remember our products from their childhood with fondness and we believe the new ad will not only reignite their latent love for the brand, but also reassure them that Birds Eye is committed to quality and is a cut-above other brands.
“The reappearance of the Captain after so many years is also an exciting step for us and we look forward to bringing back memories for those that remember him, as well as introducing him to a brand new audience.”
Cool Chile Co Collaborates with Like-Minded Artisanal Producers
The Cool Chile Co, the leading manufacturer and supplier of traditional Mexican foods, is delighted to announce that they are working closely with other artisanal food suppliers who share the same ethos of sourcing and delivering great tasting foods.
Dodie Miller started the Cool Chile Company in 1993. After going on a fact-finding and food tasting mission whilst travelling in Mexico, she started to import a wide variety of high quality dried chillies to the UK together with a whole range of flavours to make sauces and pastes. The finest quality Masina Harina was sourced to make fresh and great tasting corn tortillas in London.
The three companies which have formed a collaboration with Cool Chile Co to supply complementary products on the Cool Chile website are:
The Mexican Coffee People: Alison Hernandez-Hall grew up on a mixed working farm in the Cotswolds so has always had an understanding of the challenges involved in producing quality food. This meant that she was lucky enough to enjoy fresh produce and understand its value. Living and working in Mexico was no exception where everything was so fresh and tempting.
She sources the 100% Arabica beans from a family who supply it from the slopes of the active Tocana volcano, situated on the southern border of Chiapas in neighbouring Guatemala. Respecting the natural environment is of great importance to them.
Alison Hernandez-Hall said: “We have always roasted coffee from Chiapas as it offers its own unique personality and in the past have bought directly from many small growers there. Discovering Finca Muxbal’s speciality AA grade Arabica coffee gave me the confidence to approach Cool Chile offering a certified product that I understand from source to be as good as it gets in Mexico, and is well respected on the coffee circuit. Best of all, Cool Chile have real tortillas, heaven in a quesadilla along with all the other flavours that I no longer have to live without!!”
Billy Franks British Beef Jerky: The Gourmet British Rare Breed Beef Jerky is made from rare breed cattle from Cornwall and Yorkshire. Referred to as the ‘Aston Martin of Beef Jerky’ by chef Tom Parker Bowles, it is made with high quality British beef and flavoured with the finest herbs and spices. The sweet smoky paprika is used in Texan BBQ and the smoked chipotle powder in the Fiery Fajita. These can both be found on the Cool Chile website - www.coolchile.co.uk.
Owner of Billy Franks, Will Yates, said: “Since growing up in Texas, jerky was not my only food love affair. Mexican was my other. Being close to the border it was a staple diet and since living in London Cool Chile Co have been my ‘go to’ for authentic Mexican spice. So it was a natural development to use their amazing spices in my secret marinades for the beef jerky. Billy Franks has been honoured to stamp the Cool Chile Co logo on the Fiery Fajita jerky since it was developed a few years ago.”
Gringa Dairy – Artisan Mexican-style Cheese: The founder followed her heart and left corporate life to start making Mexican-style cheese. All the cheeses are made by hand and the first queso fresco was sold in April 2013. The organic milk is sourced from a farm in Kent that is collected from the morning milking and transformed into delicious cheese the same day. Gringa Dairy is proud to support British farmers and there are a range of Mexican-style cheeses to choose from.
Founder of Gringa Dairy, Kristen Schnepp comments, “Cool Chile Company was my first stop when I was considering starting my business and has been a trusted partner ever since. Their 20-year dedication to bringing authentic Mexican ingredients to the UK is a spectacular achievement and a testament to the quality of the products they both produce in house as well as resell to British consumers & businesses.”
Chief Operating Officer of Cool Chile Co, Kelly Peak, added: “We are delighted that Cool Chile Co has evolved to join forces with these great companies who, like us, support the idea of celebrating Mexican flavours. We feel that these innovative food companies all complement the Cool Chile Co and we are proud to have them on board.”
Targeting The Inbox With Accurate Data Is Vital For Effective E-Marketing
“Expanding your business by using an e-marketing campaign will pay dividends provided that recipients are carefully selected and targeted and not bombarded,” says Allott & Associates’ managing director, Philip Allott. The award winning PR and 360° marketing agency for the food sector says getting started with e-marketing is not the challenge it was a few years ago but accurate data is vital to the success of any campaign.
Email marketing is a tried and tested solution for promotional work due to the fact that it is cost effective, customisable and measurable. However, it is only as good as the accuracy of the initial database.
Allott & Associates has been engaged in food marketing campaigns for over 20 years and email campaigns for the last 10 of those, and believes that data refinement is paramount to the success of any campaign. Although marketing contacts data can be purchased from numerous suppliers the data is unlikely to have been initially profiled against the clients’ existing customers or subsequently phoned to identify the most relevant contact. Using any data that has not been profiled or verified will produce a scatter-gun approach (often to generic email addresses) resulting in the marketing message never reaching its intended target.
To address these issues Allott & Associates has developed for its clients an effective system for data refinement which epitomises good business practice. Data is selected on a past match basis so that only companies with the right turnover and/or number of employees are targeted. Considering 95% of UK businesses have fewer than 10 employees then accurate data matching saves huge amounts of time which would otherwise be spent on sending information to those who would never be in a position to purchase the product or service. As an added bonus Allott & Associates can even pre-screen target companies for profitability.
Clients’ marketing needs are subsequently matched to make sure that relevant messages get through to appropriate audiences in an interesting way. The company runs its own servers and has developed software which means that its clients’ email marketing messages reach inboxes where others do not.
The advantages to Allott & Associates’ clients are numerous including the quick and efficient reaching of potential new customers, a personalised unique design, mail-merged emails and a much greener solution.
As a further benefit B2B marketing specialists Allott & Associates can turn email marketing campaigns into a lead generation strategy, with guaranteed results at relatively minimal cost. Given rising postal and labour costs then it makes good business sense to use the inbox as a window of opportunity onto targeted customers’ radar.
Once on their radar then numerous Allott & Associates options are available to clients including the subsequent provision of e-marketing newsletters, e-blasts which offer a quick promotion of a single product or service and the design of supporting colour email friendly literature.
Whatever the B2B word your company wishes to spread, at Allott & Associates the email world is at your fingertips and provides an ideal portal into your desired customer’s environment without you even leaving your desk. Pair that with expertise from marketing specialists and you can easily find your way into your targeted ‘inbox.’