Innovative packaging part of Birds Eye’s master-brand campaign

20 January 2015

Leading UK food brand Birds Eye is entering the next phase of its master-brand update with a new logo and packaging. Rolling out from September 2014, the new look forms part of the brand's repositioning following the launch of 'The Food of Life' advertising campaign earlier this year.

Iglo Group has invested £60 million into the brand relaunch across Europe to change the view of frozen food from 'fall back' to 'first choice'. Designed by JKR, the redesign aims to bring greater warmth and personality to the brand's portfolio.
The Birds Eye logo has been pared back with a clean and advanced-style look that lends itself to being viewed on-screen - a key consideration given the brand's increased focus on digital marketing and e-commerce.

The new packaging features the logo at the centre of the pack to ensure clear standout on shelf - and as a symbol of the brand's commitment to the highest standards of quality. Updated photography brings products to the fore, showing food as it is eaten and enjoyed in a real kitchen setting.

In March, Birds Eye unveiled its bold new advertising campaign to champion great tasting food that can be enjoyed every day. The breakthrough campaign from Havas Worldwide features conversations that unfold as food is cooked, shared and eaten, celebrating real food, and the way real people eat and interact at meal times.

Commenting on the new packaging, Birds Eye general marketing manager Cheryl Calverley said: "Our new packaging completes the update to our master brand and reflects our popular 'The Food of Life' campaign. The refreshed packaging will help our products stand out on the shelves as well as delivering in increasingly important digital environments."

Iglo Group will also be revealing information relating to its sustainability vision and forthcoming programme later in 2014.

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