– As an extension of Birds Eye’s ‘Eat in Full Colour’ campaign, an aisle takeover will capture shoppers’ attention and encourage them to add more colours to their shop
– With average vegetable consumption significantly below the recommended levels, the campaign highlights the benefits of frozen vegetables
– The Kiln Lane, Epsom store activity will run for three weeks from 9th-29th October
As part of Birds Eye’s ongoing £6m marketing campaign, ‘Eat in Full Colour’, the frozen food supplier has teamed up with Sainsbury’s to deliver an eye-catching aisle takeover to disrupt shoppers in store and encourage them to add a wider variety of frozen vegetables to their trolley. Running at the Kiln Lane store near Epsom from 9th-29th October, the takeover includes a total remerchandising of the frozen vegetable aisle, grouping products by colour in a rainbow layout to better showcase the variety of products available.
The Eat in Full Colour campaign from Birds Eye launched in August and is centred on encouraging consumers to add more essential nutrients and vibrant colour to their plates with a delicious mix of frozen vegetables, with an average adult in the UK only consuming 1.6 portions of vegetables daily. The campaign playfully educates families to eat an array of vegetables for more flavour and texture on their plate, which will be reinforced by the vibrant materials utilised at the Kiln Lane store.
Steve Challouma, marketing director at Birds Eye, said:
“Eat In Full Colour is our biggest frozen vegetable campaign to date and forms part of our ongoing mission to not only grow the category, but double the consumption of vegetables in the UK. Through our collaboration with Sainsbury’s, we uncovered a great deal of shared values around this topic that underpin this activity. We want shoppers to realise the overwhelming benefits of using frozen vegetables; how they can be conveniently added to any meal, how many of the nutrients are locked in during the freezing process, and how they can help to minimise food waste.”
Holly Callender, category planner – frozen at Sainsbury’s, added:
“This activity is seeking to disrupt shoppers in store and educate them about the vast range of high-quality products available in the frozen aisle. By relaying the entire frozen vegetable aisle to arrange products by colour, we are looking to help to grow the category by encouraging people to add new vegetables into their shop, which will help them add more goodness to their diets too.”