Birds is a well-known brand in the foodservice sector – and even more so since the addition of catering desserts and custards from the McDougalls stable, ably assisted by Eclipse Creative. Our client decided to launch a revolutionary ice cream product which does not need an ice cream maker, and wanted to use the LACA (Local Authorities Caterers Association) Annual Conference as a launch platform for the lucrative education sector.
We presented a range of concepts – the one selected being ‘It’s as easy as One, Two, Freeze’. This was the platform for an integrated marketing campaign including trade advertising, literature, recipe packs and a microsite. For the LACA launch we designed and built an eye-catching stand including a branded ice cream trolley. Interest was overwhelming, Premier Foods won Most Added Value Product award and simply stole the show. Time from brief to final creative: two weeks.