Enhanced with eyetracking


With a new strategy focussing on the food and appetite appeal, new packaging was being developed to revive a category in decline and present Birds Eye’s chicken range as more modern, relevant and better quality


Drawing on the implicit tools of our PACKMASTER approach, enhanced with the use of eyetracking, we assessed the effectiveness of the proposed designs from Brand Opus at engaging with buyers of the frozen chicken category


Our work identified a design with great potential, while eyetracking revealed opportunities to make it work even harder. The importance of how the 100% chicken breast claim should be presented on pack, subtle but important aspects of the product visual, and the clarity of the product information were all elements which helped optimisation. Inspired by our learnings the revamped range launched in the spring of 2017

“After developing a bold new pack design with Brand Opus for our entire chicken range, Marketing Sciences provided us with simple, actionable recommendations that enabled us to optimise the design ahead of launch. Marketing Sciences were a great partner for us on this project from recommending their PACKMASTER solution through to delivery of the results in a simple and concise manner”
Jack Nagle, UK Insights Manager, Nomad Foods Europe

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