Mischief grabs Birds Eye brief as Iglo Group seeks to 'own' teatime

Frozen food brand Birds Eye has handed its consolidated consumer and b2b PR and social media work to Mischief.

Polar bear: Birds Eye character
Polar bear: Birds Eye character

Birds Eye marketing director Margaret Jobling told PRWeek that consolidating the work with one agency would enable the frozen food giant to work in a more streamlined and agile way, to ‘put more money into ideas and work more effectively’.

Jobling said the agency will now focus on producing bigger ideas faster, ‘turning the volume up’ on previous activity, and is aiming to 'own' teatime and mid-week dining through social media. ‘It’s such a big channel and we felt PR was in that space,’ she added.

Incumbent Freud Communications had held the account for six years and did not formally repitch for the work. Mercieca was previously employed for b2b PR and Glue Isobar for social media.

Birds Eye recently shifted its European corporate work from Freuds to incumbent financial agency Pelham Bell Pottinger.

The pitch process, reported by PRWeek at the end of January, is understood to have been handled by Creativebrief.

The consolidated consumer, b2b and social media work could be worth up to £500,000, according to agency sources with knowledge of the brief.

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

Department store John Lewis is to use its 150th anniversary this year to talk about its history, which "not enough people know about", according to director of communications Peter Cross.

Labour hires Obama election strategist David Axelrod to fight General Election

Labour hires Obama election strategist David Axelrod to fight General Election

The man who helped Barack Obama win the 2008 and 2012 US presidential elections is to work for Labour along with members of his team.

Sky adds Fever PR to its roster after splitting with Cake

Sky adds Fever PR to its roster after splitting with Cake

Pay-TV giant Sky has added Fever PR to its agency line-up for a wide-ranging brief covering products and services.

Max Clifford trial jury to continue deliberations after Easter break

Max Clifford trial jury to continue deliberations after Easter break

The jury in the trial of celebrity publicist Max Clifford has been sent home for Easter and will reconvene on Tuesday for further deliberations about its verdicts on 11 charges of indecent assault.

Home Office brings in Munro & Forster to campaign against FGM

Home Office brings in Munro & Forster to campaign against FGM

The Home Office has tasked Munro & Forster (M&F) with supporting its campaign to eradicate female genital mutilation (FGM) as part of a wider retained brief.