Birds Eye uses DM to spread frozen food health message

by Daniel Farey-Jones, Brand Republic 03-Oct-05, 07:00

LONDON - Unilever's Birds Eye division has launched a direct mail communications programme with creative by Tullo Marshall Warren to reinforce above-the-line advertising communicating the benefits of its frozen food.

A brochure sent out to 300,000 regular purchasers of frozen food communicates the fact that freezing means there is no need for artificial preservatives. The outer envelope features food photography.

Martin Harrison, account director at TMW, said: "Birds Eye's relationship marketing programme is tailored to consumers who are currently buying frozen food but who feel a sense of guilt in doing so.

"We are reassuring them that Birds Eye food is free from artificial colours, flavours and preservatives and can actually be fresher than the fresh or chilled alternatives available in supermarkets."

The purchasers were identified from the Jigsaw database, which is funded by a consortium of Unilever, Cadbury Schweppes, Trebor Bassett and Kimberly-Clark.

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