Edelman Public Relations Worldwide has sealed a four-year contract
to handle consumer promotions for the full range of Birds Eye's frozen
The account, worth an annual 'six-figure' sum, will be led by UK deputy
managing director Ash Coleman-Smith.
However, he added that with the possibility of future project work in
the pipeline, the fees could rise further.
The five-strong Edelman team will report to Birds Eye's PR department,
and specifically to general marketing manager Claire Jeffrey, following
a competitive four-way pitch.
Edelman plans to reposition the Birds Eye brand and that of the frozen
food market in general, targeting consumers and opinion formers in the
industry to extol the virtues of frozen foods.
According to Coleman-Smith, the agency aims to position Birds Eye 'at
the heart of consumer interest when it comes to food issues'.
Managing concerns over food safety is a matter the agency 'is aware of',
and Coleman-Smith added: 'there are a whole new lot of questions being
asked by the consumer about food, and we want Bird's Eye to be a firm
that can answer them.'