Birds Eye is unveiling a new playfully creative platform and multichannel campaign for its Steamfresh range of healthy meals, with a healthily steamy hero ad at its helm.
The campaign, which has been developed by elvis, sports the tagline “Goodness, that’s steamy!”and will run across multiple channels to help promote the new meals which Birdseye launched in March this year.
The 20 second spot directed by Juliet May at Merman sees a couple pausing for a quick lunch at home, only to be interrupted by an unexected guest – the Steamfresh narrator.
A further set of 30-second radio spots gives the listener the impression that they are listening to a steamy audiobook. Each ad sees the narrator tell a short story and build up to a crescendo moment.
Out-of-home and social executions also feature irresistible product imagery, which is accompanied by tongue-in-cheek taglines and is intended to disrupt consumers and drive consideration of the range.
The campaign is running across TV, radio, OOH, shopper, social and PR channels from 17 June, with the product available throughout Asda Sainsbury’s, Morrisons and Iceland.
It seeks to change perceptions of steaming frozen and ready made meals amongst a younger target audience, by showing off how a tasty meal can be created in just six to eight minutes.
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“At Birds Eye, the quality and taste of our products is at the heart of everything we do. The launch of our new creative platform for Steamfresh will help us bring some much-needed love to the lunch occasion and help transform perceptions of frozen meals by showcasing their premium quality and nutritional benefits,” said Birds Eye brand vegetables, potatoes and meat free head of marketing Jess Ali.
“By reimagining Steamfresh’s tone of voice into something more tongue in cheek, we hope to welcome new fans into the brand and show them that lunchtimes no longer need to be boring,” Jess Ali continued.
elvis executive creative director Neale Horrigan added: “To make people fall in love with Steamfresh Meals, we harnessed the language of love and a playful, steamy tone of voice.”
“This approach allowed us to position the brand in an exciting and unique way, distinct from others in the frozen food category, while also highlighting the quality of the products.”
“Irresistibly quick, reassuringly nutritious and tantalisingly tasty. What’s not to love about Steamfresh?”.
Elvis gained the creative account for Birds Eye in February of this year, after a five-year tenure as its lead below the line agency.
