Unilever relaunches SteamFresh with MRM campaign

by Emma Rigby, Revolution UK 11-Oct-05

LONDON - Birds Eye SteamFresh, Unilever's steamed food brand, has relaunched online to support its rebrand in September.

The site aims to further tap into the UK frozen steam food market, which is currently worth £57.6m a year. It continues the strapline from its £1.5m "Don't let the goodness out" campaign.

Focused at a female audience aged 28-35, the site, developed by relationship marketing agency MRM Worldwide, shows customers the origins of steam cooking and the benefits of steaming vegetables, fish and full meals.

Traffic will be driven to the site through direct marketing and press ads in magazine ads. MRM Worldwide is providing the creative concepts and web strategy for the interactive and integrated campaign as well as design and build of the website.

David Stratton, SteamFresh brand manager, said: "With such a strong market growth in the SteamFresh range over the past year, we took the decision to enhance the online presence of the brand -- it is proving a highly effective medium through which to inform our consumers on both the range available and also the benefits of SteamFresh."

Nathan McDonald, account director at MRM Worldwide, added: "The website will form the central platform for further integrated SteamFresh campaigns planned for 2006."

The relaunch follows Unilever's announcement to roll out a new global online strategy, in a move to unite its websites to reflect the company's "add vitality" mission.

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