ROCHESTER, NY: Birds Eye Foods has launched a holiday campaign to promote its new packaging and to encourage consumers to make more creative dishes with its vegetables.
Edelman, which was named the agency of record for Birds Eye's frozen food products in July, has created a new Veggie Helpline for the holiday season, said Cheryl Overton, SVP, consumer brands, in Edelman's New York office.
About 20 Rochester-area cooking enthusiasts will staff the hotline and share vegetable recipes with callers, Overton added.
Edelman is also doing consumer and trade media outreach for the new Birds Eye packaging, which has been redesigned to project a more upscale image for the brand.
Edelman also has redesigned the Birds Eye website.
This is the first time that Birds Eye has worked with an AOR for its frozen food line, said Bea Slizewski, VP of corporate communications for the privately held company.
Slizewski said she sees the holiday PR effort as "our company being positioned as the one to help you with inspirational recipes."
The hotline began last month and will function through the end of this month.
Edelman has put a core team of five people on the account, Overton said.
"Everything we've done has been leading up to this fourth quarter effort," she said.