Birds Eye supports frozen fish category with £2.3m campaign

The “Get On Board” campaign features Birds Eye’s frozen fish range and encourages people to increase their fish consumption.

Launching this week, the campaign will span TV, digital, on pack and in-store POS advertising, initially running into September.

Dietary guidance from the UK government states that consumers should each aim to eat at least two portions of fish a week, yet the average in the UK is currently just 1.3 weekly.

Many shoppers avoid adding fish to their diets because of the “preparation time involved or misconceptions that frozen fish lacks freshness”.

Mike Sowerby, general marketing manager for fish at Birds Eye, said: “This campaign has been in production for some time and will reinforce the benefits of eating responsibly sourced fish as a part of a balanced diet.

“The ‘Get On Board’ campaign aims to encourage shoppers to up their intake of fish to meet NHS guidelines, with the reassurance that they are choosing fresh and great tasting frozen fish from Birds Eye.

“We are proud to be transparent about where and how we source our fish, which is supported on pack by our Fish Tracker tool that enables shoppers to trace the fish from their pack via a QR code.

“More people are seeing the benefits of eating frozen food, which has seen the category on an upward trajectory for a number of years now.

“With our Captain Birds Eye icon at its heart, this campaign will help to bring more shoppers to frozen fish by demonstrating its key benefits and overcoming popular misconceptions.”