Magazine article Marketing

Birds Eye Wall's Holds Pitch for Enjoy! Work. (Direct)

Magazine article Marketing

Birds Eye Wall's Holds Pitch for Enjoy! Work. (Direct)

Article excerpt

Birds Eye Wall's has called a review of the direct marketing account for its enjoy! frozen ready-meal range less than a year after the brand's [pounds sterling]20m launch.

Two agencies are pitching for the task. The incumbent, BHWG Proximity, which handied a door-drop and sampling campaign for enjoy! in March, is not repitching.

A spokeswoman for Birds Eye, the frozen food division of Unilever, said: "There is a pitch going on at the moment for enjoy!, but we are not prepared to go into any more detail about it at this stage."

The review is being overseen by enjoy! brand manager Debbie Bird along with other senior Birds Eye marketers. It is expected that agencies will be asked to develop ideas for increasing frequency of purchase of enjoy!, as well as making it the number one choice among consumers looking for high-quality, quick meals.

Enjoy! was launched in January backed by a [pounds sterling]20m marketing budget, Birds Eye's biggest-ever. …

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