Looking to add value to the natural fish category, Iglo (known as Birds Eye in the UK) required product development support & research to develop and optimise their offering, as well as determine how best to position a wider platform of products for launch.
Large scale strategic innovation programme
Over a 6 month period, Marketing Sciences conducted an iterative programme of developmental and validation research that was undertaken in 4 key European markets. Comprising tactical early stage Product Development Workshops, bringing R&D and consumers together to test concepts and products, through to end-stage large scale concept & product testing in-home, and recipe preference tests in-hall. This was supported by more strategic-focussed research using focus groups and online research to develop the optimum platform/positioning and brand name for this and a wider range of products.
The launch was heavily supported as part of a larger campaign including TV, outdoor, PR, digital and the first pop-up pay-by picture restaurant. All supporting Birds Eye’s mission to change the view of frozen from fall back to first choice.