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 £20m launch.
Two agencies are pitching for the task. The incumbent, BHWG Proximity,
which handled a door-drop and sampling campaign for enjoy! in March, is
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 £20m marketing budget,
Birds Eye's biggest-ever.
The brand was unveiled with the intention of tapping into the lifestyles
of busy consumers, and is stocked in outlets such as off-licences and
video stores, where people are likely to be planning their evening's
Since its launch, rival Findus has responded with the creation of
Feeling Great!, backed by a Grey Advertising marketing campaign. While
focuses primarily on how easy it is to prepare, Feeling Great!
emphasises its products' health benefits as well as its quick cooking
Findus claims the meals are high in vitamins and fibre and low in fat,
in an attempt to cater to health-conscious, time-poor professionals.
Below-the-line launch activity for enjoy! was handled by Claydon Heeley
Jones Mason, which has since parted company with the frozen food
A result on the pitch is expected by the end of the year.