The Objective
Birds Eye, first famous for its renowned Fish Fingers, now has a range of products designed for meat-free living: Green Cuisine. It’s mission on TikTok was to build brand awareness for this range by encouraging the community to try one of its delicious meat-free alternatives.
The Solution
Birds Eye Green Cuisine opted to use TikTok’s ever popular In-Feed Ads, set up using TikTok Ads Manager with a video view objective. Birds Eye wanted to create super relevant content for the TikTok community, so they took part in the TikTok Creative Exchange (TTCX) program. TTCX enables fast, scalable production of creative content for advertisers. The platform gives instant access to a selection of the best TikTok creative partners in the industry and facilitates efficient collaboration. Advertisers can manage creative projects through the portal in a simple workflow, designed to generate best in-class creative.
Birds Eye paired up with creative agency Uncovered, and launched their campaign during January for ‘Veganuary’, which provided a perfect seasonal opportunity to connect with our engaged community. It used recipe inspiration, with the product front and centre, to draw comparisons between expectations vs. reality. And reality looked so much tastier – with Green Cuisine, of course.
The Results
The campaign was a brilliant success, with a brand lift study revealing a lift of 7.9% in brand awareness for this particular campaign, which showed an increase in awareness of 113% when compared to previous campaigns. It also garnered a raft of 2-second video views (53.8% of all views) and drove a 5.1% increase in purchase intent.
