JKR sees Birds Eye brand through

Birds Eye is set to relaunch its identity and packaging, with the help of Jones Knowles Ritchie, in a bid to change consumer attitudes towards its health credentials.

The cross-category frozen food brand has spent £25m on marketing and advertising throughout 2006/07 in a bid to change public perceptions, and is hoping the new packaging will realign the brand with the healthy food message conveyed through recent above-the-line advertising.

From July, the brand will sport a new identity and packaging across its fish, meat, vegetable and ready meal categories, comprising 176 products.

The previous red marque, created by Carter Wong Tomlin and the then Brewer-Riddiford in 2004, now known as BR&Me, will be replaced by a transparent logo, designed to ‘reveal the freshness of the product inside the pack’.