Birds Eye brand aims to migrate to ‘warm’ climes

Regarding Vox Pop (DW 29 April), the challenge is to shift consumers’ perceptions of Birds Eye frozen food from the cold, dead world it inhabits (in the supermarket context) into the land of fresh food values, warmth and vitality.

Regarding Vox Pop (DW 29 April), the challenge is to shift consumers’ perceptions of Birds Eye frozen food from the cold, dead world it inhabits (in the supermarket context) into the land of fresh food values, warmth and vitality.

Packaging design is only one tool, but Birds Eye realises its relative value is far greater than for other communication tools when used to best effect. I hope Birds Eye will do the valuation to prove it.

Fiona Gilmore

Founder

Acanchi

London W1

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