Birdseye Field Fresh

March 2011

Key Campaign information

Environment/Panels Key Campaign Objectives

485 48 sheets328 6 sheets

Drive perceptions that Field Fresh vegetables were just as good as fresh vegetables and increase sales

Other Information

Proximity Information

6 sheets – within 500 metres of a store48 sheets – within 1km of a store

77% 81%

Not Seen OOH Seen OOH

56% 72%

39% 62%

Polar Bear

30% More Vitamins

Field Fresh

The out of home campaign drove understanding of key messages

Prompted Message Recall

+5%

+29%

+107%

Q10b And which of these things can you recall from the Birds Eye advertising I’ve just shown you?Source: Clark Chapman Birdseye 2011

Product knowledge strengthened by out of home campaign

Birdseye Frozen Vegetables…

“are picked and frozen within hours”

65% 64% 77%Pre Post: Not Seen OOH Post: Seen OOH

Source: Clark Chapman Birdseye 2011

Q7 “I am going to read out some things other people have said when talking about BE frozen vegetables. For each one please tell me the extent you agree or disagree?”

Stronger brand equity amongst those who saw the campaign

Birdseye Frozen Vegetables…

“taste better than other brands of vegetables”

58% 56% 67%Pre Post: Not Seen OOH Post: Seen OOH

Source: Clark Chapman Birdseye 2011

Q7 “I am going to read out some things other people have said when talking about BE frozen vegetables. For each one please tell me the extent you agree or disagree?”

OOH driving brand appeal

47

37

65

51

…makes Birdseye more appealing …makes me more likely to buy Birdseye

Post: Not Seen OOHPost: Seen OOH

+38%+38%

Agree: The Advertising…

Source: Clark Chapman Birdseye 2011 Q11 “And looking at this advertising, to what extent would you agree or disagree that…?”

+1%Pre During Post

+9%

40

60

80

100

120

140

160

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26Week

Sal

es U

plift

Ind

ex

0.00

0.20

0.40

0.60

0.80

1.00

1.20

1.40

1.60

1.80

2.00

£

Sales Uplift Index (Test) Sales Uplift Index (Control) Price

ADVERTISED PRODUCTBirdseye Field Fresh

Source: Tesco, Morrison’s, ASDA (Based on: Birds Eye Field Fresh Broccoli 750g, Birds Eye Field Fresh Garden Peas 480g, 900g, 1.52kg & Birds Eye Field Fresh Steambags 540g (Carrot, Broccoli, Pea)

Proximity out of home drove sales of the range both during and after the campaign

OVERALL

Christmas Week

Summary

• The campaign ensured the key messages were understood

• Brand perceptions and appeal both strengthened by the out of home campaign

• Strong sales uplift illustrating how proximity out of home can drive sales

Want to f ind out more?

Contact the JC Decaux research team to find out how the campaign performed across other metrics