For its Steamfresh line of nutritious dishes, Birds Eye has unveiled a clever and imaginatively fun multichannel campaign with the endearingly sardonic tagline, “Goodness, that’s steamy!” This campaign, created by the agency Elvis, aims to alter the way that people view steaming frozen meals, particularly among younger audiences. It does this by demonstrating how a great and nutritious dinner can be made in a few six to eight minutes.
A Creative Shift: Conventional to Seductive
The centrepiece of the new campaign is a 20-second Juliet May-directed hero advertisement at Merman. The advertisement shows a couple having a short meal at home when an unexpected visitor—the Steamfresh narrator—interrupts them, giving the setting a lighthearted and seductive twist. The goal of this strategy is to make the audience more interested by adding charm and humour to the ordinary lunch routine.
The campaign consists of a series of 30-second radio advertising that resemble sultry audiobooks in addition to the TV piece. Every radio spot has a narrator who tells a short story that builds to a dramatic conclusion, drawing listeners in and using their imagination in a fresh way. This innovative strategy not only sets Steamfresh foods apart from rival restaurants, but it also gives customers an unforgettable audio experience.
Multichannel Engagement: Drawing Focus From All Directions
The campaign from Birds Eye isn’t only on TV or radio; it’s on other platforms as well, such social media, shopper marketing, public relations (PR), and out-of-home (OOH) advertising. Cosy product imagery and ironic taglines are a key component of the OOH and social executions. These images highlight the premium quality and nutritional value of the meals, hoping to upend consumer habits and encourage contemplation of the Steamfresh line.
Launching on June 17th, the campaign uses a variety of media to reach a large audience. The product’s accessibility in well-known stores like Asda, Sainsbury’s, Morrisons, and Iceland guarantees that customers can find and buy Steamfresh meals with ease, enhancing the efficacy and reach of the promotion.
Strategic Justification: Changing Views and Raising the Audience
This campaign aims to change the way that consumers, especially those in the younger age range, view steaming frozen and ready-made meals. Birds Eye wants to dispel the myth that frozen meals are tasteless and unattractive by speaking in a lighthearted and seductive manner. Rather, the ad presents Steamfresh meals as a quick, wholesome, and incredibly delicious lunchtime choice.
The significance of taste and quality in Birds Eye’s vegetable, potato, and meatless food lines was underscored by Jess Ali, Head of Marketing. She mentioned that the goal of Steamfresh’s new creative platform is to change consumers’ perceptions of frozen meals by bringing excitement and fun to the lunchtime meal.
A Novel Voice: Appealing and Convincing
Neale Horrigan, executive creative director of Elvis, emphasised the deliberate use of sentimental language and a lighthearted tone to enhance the attraction of Steamfresh meals. This strategy not only distinguishes the brand within the frozen food market but also highlights the product quality in an entertaining way.
Birds Eye aims to draw in new customers by reinventing the Steamfresh brand language and proving that lunchtimes can be interesting and fast. The campaign’s ability to effectively convey the advantages of the product in a realistic and creative manner is what makes the Steamfresh line so alluring to a wider audience.
In conclusion, a winning formula for achievement
The latest advertising campaign from Birds Eye for Steamfresh is proof of the ability of creative strategy to change consumer views of brands and hold consumers’ attention. Through the use of a lighthearted and flirtatious tone throughout various media, the ad draws attention to the high calibre and wholesome qualities of Steamfresh meals while simultaneously appealing to a wider range of younger consumers. The Steamfresh line from Birds Eye is poised to become a lunchtime favourite as the company continues to develop and please its customers, demonstrating that effective marketing can alter our perception of frozen meals.
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