The Prime stage was spearheaded by heavyweight linear TV, making the new launch unmissable. Video supported this, delivering incremental views by reaching time-shifted viewers.

Cross-platform digital display was used to support and amplify the message, underpinned by social media, which drove education and earned word of mouth. This included our innovative Inspiration’s Picture House, the world’s first pay-by-picture restaurant, which garnered strong PR coverage.

For Prompt, we targeted retail environments with Point-of-Sale outdoor, geo-targeted mobile SMS messages as customers entered the stores, and a sampling rig, touring supermarkets nationwide and getting consumers to sample the product.

Our campaign was a significant contributory factor to the phenomenal £46 million worth of Inspirations brand sales in 2014, with Inspirations enjoyed in 5.8 million UK households.

As a result, we received confirmation from the Kantar World panel that the Birds Eye Inspirations launch was the UK’s most successful FMCG innovation of 2014.

The campaign also had a halo effect on sales of other Birds Eye products, benefiting the business as a whole, whilst the Picture House drove a staggering 6.3million Twitter impressions.

With this campaign Birds Eye truly refreshed not only modern British mealtimes but also their business.