Live and Breathe bags Bird’s Eye below the line brief
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Live & Breathe has been appointed by Birds Eye in the UK to handle BTL marketing for its full range of frozen foods. The agency secured the business following a competitive pitch involving a number of undisclosed agencies, organised by creativebrief.
Live & Breathe will be responsible for below-the-line initiatives across shopper marketing, promotional and experiential. The agency will sit at the ‘top table’, working alongside Birds Eye’s advertising, media, PR and digital agency partners to drive marketing brand strategy through-the-line.
Angus Peterson at Birds Eye, said: “Live & Breathe demonstrated an excellent appreciation of the fmcg space coupled with a true understanding of both brand and retailer environments including channel and category issues. They also clearly possess the gravitas and strategic credentials that we require of an agency taking on this role.
“Birds Eye is on an exciting journey to deliver a step change in consumer perception of the frozen category and the work that Live & Breathe develops will play a key role in making this happen in line with our growth and marketing strategy”.
Live & Breathe’s first task starting immediately is to work on an occasion-based marketing campaign targeting Bird Eye’s key audience of mums. Recent marketing messaging for the Birds Eye brand has focused on product quality and health benefits, and this is an area Live & Breathe will be responsible for developing further.
The agency will report in to Angus Peterson, head of media at Birds Eye.
Nick Gray, managing director of Live & Breathe, added: “Birds Eye is a great brand to be working on. It has a huge amount of heritage and it has exciting plans both for the brand and for the frozen category more broadly. We are eager to put our pitch ideas into action with immediate effect.
“Interestingly Live & Breathe and Birds Eye share similar corporate values. We are both lean, nimble organisations and the chemistry between us was evident from the start. We look forward to a very successful partnership.”
