Birds Eye: Salt Levels
Brief
Lexis was tasked with raising awareness that Captain Birds Eye food is nutritionally balanced with low levels of salt, saturated fat and no artificial colours, flavourings or preservatives, particularly to mothers with children under ten.
SolutionLexis is on a long-term mission to change the tone of communication for Captain Birds Eye away from being a jovial Father Christmas-like figure to an authoritative voice delivering easy-to-understand dietary advice for mums. We use a combination of research on nutritional issues to generate editorial and controlled media activity to educate mum’s on topics such as salt, fat and portion control.
Proactive news generation is supported by an ongoing consumer media press office and a healthcare professional/key influencer relationship programme.
Lexis recently communicated Captain Birds Eye’s reductions in salt levels across their product range. After the initial announcement the coverage was extending by issuing comment on the back of the new FSA guidelines for daily salt intake. Through daily monitoring of the news agenda, the team is able to identify further opportunities to comment within this arena.
ResultsCoverage with the national press is now positioning Captain Birds Eye at the heart of family nutrition (eg in recent pieces of editorial in The Daily Mirror and The Guardian and a series of radio interviews with 'the Captain' talking about his 'nutrition mission').