Nomad Foods-owned Birds Eye will focus on category marketing rather than branding while it steps away from its masterbrand strategy for the first time in 10- years, reports Campaign Live.
With this new approach, the company will roll out three product-based campaigns developed by UK creative agency Grey London over the next three months, and some other promotions in the next years.
As part of the new strategy, Birds Eye will launch a fish fingers TV campaign featuring Captain Birdseye for the first time in over a decade, after only a brief apparition in an ad earlier this year.
The
