Birds Eye has launched a media campaign that will highlight frozen food as a means to cut food waste.
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The move comes after the release of a report revealed that UK consumers waste GBP10.2bn (US$19.95bn) of food each year. The report was launched by the UK government-backed Waste & Resources Action Programme (WRAP).
Birds Eye intends to present frozen food as a solution to food waste as it can be stored and only used when required.
The company has created a GBP500,000 print and radio campaign to highlight the amount of money consumers waste each year by throwing fresh food away. Print advertisements will run in national newspapers – The Sun, The Mirror and The Daily Mail – and radio advertisements will be aired on major FM radio stations across the UK.
“In the current economic climate, consumers are looking for ways to cut costs, reduce their outgoings and enjoy fresh food without the waste,” said Anne Murphy, Birds Eye general manager UK.
According to Murphy, this – coupled with the message that frozen food is as healthy as and can taste as good as fresh – is driving a resurgence in the frozen category.
