Birds Eye plans seaside theme for store visits

by Julia Buchanan, Promotions & Incentives 04-Jun-08, 10:00

LONDON - Birds Eye is set to launch an experiential campaign to support the "Seaside Specials" frozen fish range it introduced this year.

The in-store promotion, created by agency The Big Kick, will take place in 100 Sainsbury's stores in June. Leaflets will be handed out offering visitors the chance to win a seaside cottage holiday through a prize draw.

The competition aims to echo the product's packaging, which features a seaside scene. Demonstrations of how to serve the Seaside Specials products will also be held.

Birds Eye is hoping to target families and older consumers with the activity in the run-up to summer holiday season. Sainsbury's will also run a BOGOF offer on the range during the activity.