Take A Birdseye Photo Of Your Meal And You Can Get It For Free
Admit it, we all love sharing our mealtime moments on social media networks with our friends. Whether we’re posting our latest dieting snaps or simply showing off our latest baking masterpieces, we’re a nation of snap happy foodies.
This week Birdseye took full advantage of that notion by constructing the world’s first pop-up pay-by-picture restaurant in central London named the ‘The Picture House’. The restaurant will be open for business for two days only from the 13th – 14th May; offering the people of London a chance to settle the bill by photographing and uploading a picture of their meal onto social media network, Instagram, with the hashtag #BirdsEyeInspirations.
You may be saying “Ah great, a free meal!” but while you indulge tucking into a free Chicken Inspirations or Fish Chargrills meal, Birdseye themselves will be lapping up the coverage of your post being shared among your friends on Instagram. The campaign is a clear exchange of a sample meal for brand awareness with the added intention of creating a buzz around the brand’s new product range.
In fact, there’s nothing new about the core concept of this marketing activity, it’s simply a sampling session, but it’s the development and innovation that’s intriguing. Birdseye hasn’t just planted an employee on the streets of London with a plate of their products; they’ve facilitated a location where people can sample their new products, build conversation surrounding the brand and encourage future sales of their range.
The campaign is also expected to head up north next month where the pop-up store will open up in Leeds and Manchester. The promotion is part of a £16m initiative to make Birds Eye foods more appealing to adult diners following a strategic overhaul of its frozen brands last year. As well as opening the picture house restaurant, the Inspirations range will be promoted through a multi-media campaign including TV, digital, POS and a three month sampling campaign.