Tag Archives: credible

Birds Eye turns dinner time into a fairy tale

7 Sep

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I’m the sort of person that takes zero pride in my crockery, but that doesn’t mean I can’t see the value in Birds Eye’s latest PR campaign – which sees children’s stories written on plates.

The brand has teamed up with author Roger McGough to write seven new stories, which’ll be printed onto 250,000 plates with Birds Eye’s mascot Clarence the Polar Bear, to make family dinners more enjoyable.

Now I might not be the right age for this campaign, but it’s definitely fun, educational and credible which ticks the right boxes for parents. And it drives brand loyalty by encouraging people to collect the story book set.

Now plates are useful and go hand-in-hand with the product, but to stand tall as a campaign with legs I’d like to see Birds Eye think ‘books’. Linking with World Book Day or the National Literacy Trust, in an education tie-up, would make this more than a just a regular PR idea. With the School Food Plan seeking ways to ensure that healthy and wholesome school meals promote children’s health, happiness and performance, Birds Eye could also leverage the campaign in foodservice. Eat a nutritious, balanced meal to aid concentration for reading. Simple.

In addition to this, if Birds Eye continued to work with authors to inspire its story collection, it could form part of a corporate pledge to help children improve their reading ability across the country.

It’s not a criticism, just an idea that could grow. Stories are nice to have on plates, and on this occasion drive sales, but the brand should also be thinking how it can extend the chapter.

But, it’s always nice to know that one of my favourite agencies is still causing PR and marketing mischief in the industry.

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Blippar’s kids campaign takes off

30 Aug

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Augmented Reality advertising tool Blippar has really taken off in its latest campaign.

Blippar’s created a unique platform to transform holidaymakers’ passports into a unique game station, packed with fun activities, to keep kids occupied on flights.

Although it’s a bit late for the summer, the industry’s busiest period, it’s still a great use of social media that’s more than just a ‘nice to do’ project; it has real value for consumers. That’s a large challenge for PRs and marketeers, because stunts generate coverage, but meeting a need makes for a long-lasting campaign with credibility – and more often than not clients are now wanting substance over style.

The key for Blippar will be to sustain momentum in the run up to half term, to ensure that downloads are consistent and the concept still has talkability later in the year. For example, will the app be updated and how can seasonal events be weaved into the technology – such as Christmas?

This is definitely an idea with wings, and I’ll be interested to see how it develops.

What do you think? Would you try it out?

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