NORTHLICH LAUNCHES NATIONAL TV, PR CAMPAIGN FOR NEW BIRDS EYE STEAMFRESH™ COMPLETE MEALS FOR TWO
Northlich is launching a new national TV campaign and PR program supporting the debut of Birds Eye Steamfresh™ complete meals for two, a convenient, innovative take on dinner that goes from freezer to microwave to table in just 10 minutes. The new campaign targets busy Baby Boomer couples and DINKS (dual-income, no kids), who typically prepare dinner for just two. They often don’t have time to prepare a full meal for dinner, but they don’t want to sacrifice taste, quality or healthfulness.
“The creative shows all the kitchen tools busy couples won’t need to deal with when they serve Steamfresh meals. It steams in a bag, so the spots focus on unused, lonely kitchen items like pots, pans, skillets and knives to show how much easier life can be with this product,” said Northlich Executive Creative Director, Jeffrey Warman.
The cable TV campaign breaks in October to coincide with the product’s launch in grocery chains nationwide.
Northlich is also executing a media relations campaign to build awareness and interest in the new product through earned media. The agency held an event in New York in July, where more than 20 food editors from top magazines sampled Steamfresh meals. Northlich is also pitching newspapers and food bloggers this fall.
