MOUNTAIN LAKES, NJ: Birds Eye is trying to get more Americans to eat vegetables with its integrated Discover the Wonder of Vegetables campaign.
The Pinnacle Foods Group brand launched the initiative after consumer research showed a disconnect between the positive attitude people feel about vegetables and how many vegetables are being consumed, said Amanda Bhalla, Birds Eye associate brand manager.
“Only about 6% of Americans are actually getting the recommended daily amount of vegetables and it's not because consumers don't feel positively about vegetables,” she explained. “We've done a lot of research with consumers and they appreciate vegetables and want to eat more, but haven't figured out how to make them simple and delicious enough to be part of their everyday routine.”
Birds Eye's goal behind the Wonder of Vegetables campaign is to get consumers to look at vegetables, specifically Birds Eye frozen vegetables, as a food solution by providing recipes, information, and products, Bhalla said. The company also wants to help make consumers aware that frozen vegetables are just as nutritious as fresh ones.
Weber Shandwick Chicago, Birds Eye's AOR for PR and social media for the last year, has been working closely with the company's internal PR/brand team of five people on the campaign, using both traditional and digital outreach efforts. On September 15, the agency helped Birds Eye launch an event in New York City's Union Square, announcing partnerships and connecting with media outlets. Weber has been focusing much of its efforts on social media channels, as well.
Last year, the firm “built a really active Facebook community for Birds Eye,” Bhalla said, and now the page has more than 181,000 fans.
For the campaign, Weber created two Facebook apps, My Perfect Veggie-Powered Plate and Share the Wonder Grant Program. Powered Plate supports the company's Feed Kids Better initiative in partnership with Share Our Strength by donating 10 meals for each person who downloads the app. The Wonder Grant app allows fans to vote on one of five organizations they think show communities and children the wonder of vegetables.
In addition to Facebook engagement, Weber, with a team of seven people working on the campaign, has been reaching out to many mom and food bloggers around the country.