Bob Wright Creative - Home
  • Work
  • About
  • Ideas
  • Illustrations
  • Featured Work
  • Past Projects

Birds Eye Fresh & the Gro Beyond Program

  • Prev
  • Next

Click to view more Featured Work

Frozen food giant Birds Eye Foods wanted to explore the potential marketing impact of their progressive growing program on their fresh produce line. Their goal was to reinvigorate the brand, increase market-share and stand out from the competition. Birds Eye was competing with companies that were well established in the branded fresh market and were attempting to create a new category of sustainable products. They had limited opportunities for direct consumer advertising and needed to appeal to retail buyers. We updated the Birds Eye Fresh identity and named their program GroBeyond to suggest Birds Eye’s extra value and responsible standards. Images: Photos taken at Birds Eye participating farm growers. We created the tagline, “Going Beyond Fresh,” which connected the product to the GroBeyond program and communicated how Birds Eye Fresh exceeds quality and freshness. We conducted market testing and in response visited actual grower farms to photograph them in action. We paired these evocative images with rich text and created the GroBeyond Website. The Website established an emotional connection between consumers and growers. Image: GroBeyond website recipe page. To solve limited availability of point-of-purchase advertising, we created a booklet that attached directly to the produce and encouraged consumers to visit the GroBeyond Website. We created trade publication advertising, tradeshow assets and videos to educate and excite supermarket buyers and to build the Birds Eye Fresh brand.

© Copyright 2012 Essention Group, Ltd. All rights reserved.