Birds Eye

How Birds Eye tackled a Green Giant

THE GIANT ISN’T LAUGHING ANY MORE

Not after Northlich and Birds Eye teamed up to launch new Steamfresh meals and sides. Using new packaging technology, Steamfresh let people perfectly cook veggies and entrees in the microwave without sacrificing taste or texture.

Despite the innovation, Birds Eye was seen as “old and stodgy” compared to competitors, especially arch-rival and category leader, Green Giant.

So Northlich took a creative approach that highlighted the packaging and product benefits while presenting the brand in a vibrant, contemporary way.

birds eye overtook
green giant as the
#1 brand
in the category

The work not only reshaped consumers’ perception of the brand; it changed the course of Birds Eye sales. For the first time in years, Birds Eye overtook Green Giant as the #1 brand in the category, and Ad Age ranked Steamfresh as the second-most-successful product launch of the year.

The moral of the story:

to beat a giant, you
don’t have to be big;

you just have to be clever.