In May, when Birds Eye announced that they would be
spending $6 million over three years on kid-friendly advertising with a goal of
increasing vegetable consumption among children, I was hopeful the campaign
would be successful as I noted in this blog.
I figured if the corny commercials that the Television
Bureau of Canada ran in December 2010 could increase broccoli sales by 8%, then
there was every reason to believe that other, possibly better, attempts to
increase vegetable consumption would be successful as well. Here’s that blog for reference.
So I was tickled pink to read that the partnership with “ICarly”
appears to have been a great success. According to Birds Eye, the campaign
generated 40,000+ sweepstakes entries, 16,000+ recipe ideas and 225,000 page
views on the Nick/Birds Eye site.
Perhaps more importantly, the category experienced growth while the campaign
ran, countering the flat to negative sales trends of recent years.
The campaign had so many interesting tactics that it’s hard
to know which impacted the kids most.
Was it the” Steamfresh Chef of the Week” which encouraged kids to submit
cooking-related photos? Or the kid’s recipe
contest, which resulted in “Yakimaniac Veggie Martians,” being featured on an episode
“ICarly?” In the end, I suspect that it
was the totality of the multi-faceted effort that was responsible.
Birds Eye is already preparing a new campaign for next fall
based in part on key insights gleaned from the kid-generated recipe ideas. Doesn’t that sound like a win win? Chiquita Bananas, are you paying attention?
Lukovitz,
K. (2012, November 21) Birds Eye Reports
Success With ‘ICarly’ Partnership. mediapost.com. Retrieved December 6, 2012, from
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