BIRDSEYE: TRANSFORMING MEAL TIMES TO FUN TIMES

The Challenge

Tightening household budgets can encourage even loyal customers to trade down to own-label. During the peak of the cost-of-living crisis, Birds Eye identified this challenge and moved to address it with a timely and meaningful strategy. The brand, which is built on quality, trust, and wholesome family appeal, didn’t want to lean into price cuts like their competitors. Instead, they desired a smarter solution that would protect their premium positioning, keep shoppers loyal, and reinforce the value Birds Eye brings to family mealtimes.

Why TLC

Birds Eye recognised TLC had the expertise to help them turn the challenge into an opportunity. Together, we tapped into the insight that many families were cutting back on extracurricular activities – and found a way to give that joy back that aligned with Birds Eye’s brand values and positioning. This creative approach aligned with the brand’s desire to tackle reports that only around 50% of kids are getting the recommended 60 minutes of physical activity per day. It also addressed important financial concerns for customers, such as the fact that summertime is a very expensive period for families needing activities for children during the school holidays.

The TLC Approach

TLC created the "Meals Times to Fun Times" campaign to encourage children to get active through sports. This value-added promotion supported cash-poor families by offering a free family activity worth £20+ with every qualifying purchase – ranging from swimming to mini-golf and tennis. The campaign used off-pack activation and impactful POS in Asda stores, requiring no changes to packaging or production timelines. A simple online redemption journey kept engagement high, offering access to sports for families unable to afford it, helping kids meet daily physical activity recommendations.

With many positive social, mental, and physical benefits of sports, the campaign offered a way for families to enjoy this who may not have been able to afford it otherwise. In addition to addressing these real-world concerns for parents and families, the campaign also created a positive association between Birds Eye and physical activity. This allowed the promotion of valuable experiences while also challenging any negative perceived health topics related to frozen foods in a benefit-driven way. Birds Eye didn’t just feed families, it gave them more to smile about, proving that in tough times, true value isn’t always found on a discount sticker.