On-pack giveaway with Birds Eye

Birds Eye has launched a major on-pack promotion to celebrate the sporting events of 2012, notably London 2012. Consumers will have the chance to send off for key ring collectables of popular ‘spokesbear’ Clarence, who features in the above the line TV ads. 

The ‘Collect my Team for Free’ campaign will feature across 20 million packs of Birds Eye brands for 10 weeks. You can collect and redeem eight tokens for one of four Clarence key rings – a footballer, swimmer, tennis player or athlete. Great idea to get mum buying Birds Eye. 

According to www.promomarketing.info, the promotion was meant to be supported by an extensive range of POS to increase in-store awareness but this was not evident at the Morrisons store visited. It does however have some limited Facebook activity for this promotion. 

Recent Birds Eye on-pack promotions have proven hugely successful with consumers, helping to increase purchase rates and grow Birds Eye’s Facebook page fans by over 100,000. The creative is simple, leaving the key rings to be the main feature and the choice of yellow against blue in the headline, helps the message stand out on shelf.