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Global

Location
United Kingdom

Service
Communication

Tag
Food & Drink

Birds Eye

Helping to protect plants, bees & butterflies around Europe

What was the challenge?

Biodiversity & sustainability have sat at the heart of all Birds Eye product planning long before they became fashionable.

We needed to celebrate this strong sense of environmental purpose via a compelling premium.

What was our thinking?

We wanted to actively involve consumers in Birds Eye’s efforts to protect the wildlife and environment around us.

But we needed to do it in a way that allowed us to respond to the market needs of Iglo in Belgium and Findus in Italy, as well as Birds Eye in the UK.

What did we do?

We commissioned bespoke SeedBoxes, each of which contained 12 SeedBalls and provided consumers with the opportunity to easily grow the plants and flowers known to attract bees and butterflies to their gardens.

The campaign was then promoted in different ways to suit each market’s needs – as an on-pack in the UK, a competition in Italy and an in-store gift with purchase in Belgium.

What did we achieve?

Cementing Birds Eye’s sustainability credentials, the campaign was a huge success in all markets.

In all, over 5 million wildflower seeds were scattered as part of this promotion, bringing happiness to consumers, bees and butterflies across Europe. And it’s since resulted in significant investment being committed to a major promotion partnership for 2023-‘25.