Tag Archives: pledge

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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Adverts don’t make nations fat, people do

20 Nov

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There was an interesting article from the Independent on Sunday yesterday on celebrities advertising junk foods.

Health campaigners plan to make a fresh attack on food and drink companies in an attempt to ban them from using celebrities to advertise their products. The finger isn’t just being wagged at celebrity ambassador veterans David Beckham and Gary Lineker, London 2012 Olympians are also under scrutiny for backing salty Subway rolls.

Journalist Paul Gallagher reports that the food and drink industry should be condemned for acting irresponsibly for fooling customers into thinking they can look like celebrities by eating the product they’re endorsing. RIDICULOUS. As clever as PR and marketing is, people are born with an innate detector that helps them to recognise ‘spin’ when they hear or read it. Who would fall into this ludicrous trap? Wait. I really don’t want to know.

Whilst I wholeheartedly agree that food and drink companies must act responsibly, they can’t think for people. Campaigners are hardly giving the Government’s Responsibility Deal for Public Health a chance. This voluntary scheme, which has new pledges thrown at it almost weekly, has attracted hundreds of businesses who want to make it easier for their customers to eat healthier, including Unilever Food Solutions.

If celebrities can grow food and drink sales by association, I say ‘well done’. I don’t call it demon marketing. Adverts don’t create fat nations, people do. And recession, according to rival paper The Guardian today.

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