In a bid to educate consumers about the 100% natural ingredients used in its Birds Eye range, Unilever Ice Cream & Frozen Foods is embarking on a Fight for Real Food campaign.

The initiative kicks off with an instant-win on-pack promotion, which gives shoppers the chance to find £5 notes hidden in selected packs of peas, ready meals, dinners, fish and red meat.

Awareness of the activity will be generated through a mailer to 1.8 million households, which will highlight the absence of artificial colours and flavours in Birds Eye products.

A national radio and poster campaign starting this month will further raise awareness of Fight for Real Food, and total marketing spend will amount to £1.5m.

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