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Dishing out fivers

03 October, 2005
Page 84 
In a bid to educate consumers about the 100% natural ingredients used in its Birds Eye range, Unilever Ice Cream & Frozen Foods is embarking on a Fight for Real Food campaign.
The initiative kicks off with an instant-win on-pack promotion, which gives shoppers the chance to find 5 notes hidden in selected packs of peas, ready meals, dinners, fish and red meat.Awareness of the activity will be generated through a mailer to 1.8 million households, which will highlight the absence of artificial colours and flavours in Birds Eye products.A national radio and poster campaign starting this month will further raise awareness of Fight for Real Food, and total marketing spend will amount to 1.5m. 01932 263000