In response to the UK lockdown, Birds Eye is set to launch an updated communications approach. Titled “So, what’s for tea?”, the new campaign will run in place of the original through-the-line activity and will provide families with ideas for teatimes as well as for playtime, family time and downtime. 

Sarah Koppens, marketing director UK, Birds Eye, said: “These are highly unfamiliar times we find ourselves in, but it is so encouraging to see communities across the country supporting each other and working together wherever possible. Many families are facing a new set of challenges; juggling working from home, home schooling and keeping spirits high, while continuing to provide family mealtimes that are varied and exciting. 

At times of uncertainty, consumers rely upon and return to the trusted brands they know and love. As one of these special brands, Birds Eye feels a very strong sense of responsibility to reassure and to remind them that we continue to be there for the whole nation, and we hope that this campaign can help them, even if just a little bit.”

Launching on ITV1, and reaching people across TV, social media and via the Birds Eye website, the “So, what’s for tea?” content ends with an invitation to visit the ‘Helpful Ideas’ and ‘Life Hacks’ sections of the website. There, visitors will find a host of games and colouring-in ideas, family activities, meal-planning tips and recipe ideas to inspire them, while supporting social media content will encourage people to share their own tips and hacks with each other. The sites will be regularly updated with new content.

Alongside the updated communications activity, Birds Eye UK & Ireland is providing financial and logistics support to GroceryAid, FareShare and The Trussell Trust, as well as helping to keep food banks topped up.