Effectiveness 08 - Marketing Week

27 MWEA_BOTN_REVITALISED BRAND_p27_tr:Layout 1 3/10/08 16:39 Page 65REVITALISED BRANDCOMMENDEDDaveUKTVWINNERBirds EyeBirds Eye Iglo GroupIn a congested market, uktvG2 had nopersonality and no role in people’s lives,but, rebranded as Dave, it became thehome of witty banter where celebrities likeStephen Fry and Paul Merton help toattract new viewers and contribute to thechannel’s £5.4m profit.SHORTLISTBRANDCOMPANYBRANDCOMPANYHMV.comHMV GroupPremier InnPremier InnBRAND Littlewoods onlinecatalogueCOMPANY Littlewoods (ShopDirect Group)BRANDCOMPANYBarbourJ Barbour and SonsBirds Eye had already reassured consumers about thebenefits of freezing food and the quality ofingredients with the Truth campaign, which wentsome way to restoring confidence in the UK frozenfood sector but failed to increase sales.The Good Mood Food campaign built on thesuccess of the Truth campaign, reminding mums whyBirds Eye makes teatime great. The kids eat food theylove and mum is reassured that she is feeding herkids proper nutritious food. And because it is BirdsEye she knows there will be empty plates every time.The frozen food market has returned to growth forthe first time in over five years, up 3.1% in the 52weeks to January 2008. Fish fingers are up by 11%;chicken dippers by 6.7% and chicken grills obtainedtheir highest ever market share of 49.5%.Birds Eye also launched the Omega 3 fish finger,which delivered 8.9% incremental growth in justeight months.The Good Mood Foodcampaign built on thesuccess of the Truthcampaign, remindingmums why Birds Eyemakes teatime greatThe 10th Annual Marketing Week Effectiveness Awards 65