Birds Eye commercial

April 6, 2010

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When international frozen foods giant Birds Eye first came to Northlich, they were dealing with consumer behavior that was holding back the brand: Consumers didn’t love frozen vegetables anymore, and didn’t want to buy them. They wanted something more. Northlich helped Birds Eye meet consumers where they were at, acknowledging that their behavior had changed and the brand had to change with it. The result was new brand positioning that killed the “old-fashioned” frozen vegetable perception, advertising that presented the brand as a fresh and contemporary celebration of today’s real families, and a product innovation—Steamfresh—that exceeded sales goals and consumer expectations.

CONSUMER RESPONSE

By launching Steamfresh, Birds Eye generated 200 percent in sales over three years and overtook Green Giant as the #1 brand in the category. Meanwhile, Steamfresh was named the second most successful product launch of the year by Ad Age.

But what does this have to do with Rehavior®? Northich helped Birds Eye take an existing behavior—consumers don’t love frozen vegetables anymore—and turn it upside down (or, rather, right side up). The new behavior? Consumers fell in love with frozen vegetables again, and started buying them like crazy.

BIRDS EYE’S RESPONSE

“Northlich’s work is rooted in deep consumer insights and evolves into strong in-market execution.”–Matt Park, CMO Birds Eye Foods

In other words, we’re known for our good rehavior.

Northlich’s proprietary rehavior framework identifies and changes consumer behavior to increase brand trial, loyalty and sales for our clients. Ready to find out how we can apply this to your business? Drop us a line.

posted by admin April 6, 2010 in Rehavior Featured