The frozen chicken category is in decline, concerns over quality has seen mums looking outside of the category to feed their families. Birds Eye came to BrandOpus with an ambition to revive the frozen chicken category and break down the negative barriers to meet the needs and lifestyles of shoppers. Birds Eye fish fingers and frozen peas already sit at the heart of many British mealtimes however the challenge was to champion chicken and improve Birds Eye’s perception within the category.
The first step was to define what makes Birds Eye chicken different and distinctive. Their promise is to deliver chicken made with 100% chicken breast with no artificial colours, flavours or preservatives. All Birds Eye chickens are barn reared and traceable to the farms where they are raised. This promise delivers the quality and reassurance families seek, turning Birds Eye into a positive voice for frozen chicken.
The approach was to emphasise this promise and to reinforce the role that Birds Eye plays in chicken by creating a context around the existing Birds Eye identity that allows a new, chicken specific, narrative to speak to consumers. This new narrative reframes the brand in a positive, engaging way and gives consumers a new lens through which to view the products.
Working with the existing Birds Eye logo, BrandOpus saw an opportunity to integrate the product provenance at a brand level, encouraging reappraisal of Birds Eye’s credibility in the frozen chicken category. The ‘farmhouse quality’ stamp creates the context and consistency for the entire range, generating a distinctly rustic look and feel across the chargrills, kids and core coated products.
Adam Draper, General Marketing Manager, Nomad Foods commented: “Birds Eye Chicken Dippers, Grills and Nuggets have played a big part in family teatimes for decades, but we needed to modernise the packaging to remind consumers of the quality, great taste and versatility that our range offers. BrandOpus really understood this mission and created a fresh and vibrant pack design that we think will interrupt shoppers, invigorate Birds Eye Chicken sales and accelerate category growth in 2017.”
Nir Wegrzyn, CEO at BrandOpus said, “Birds Eye is extremely important to British households and our aim was to maximise the positive impact frozen chicken has on everyday meals. The new narrative helps the consumer focus on quality and reassures mums of the important role Birds Eye plays at mealtimes.”