Birds Eye has partnered with Asda for a new ‘Pay Your Bills’ marketing campaign that offers shoppers a package of cash prizes worth £20,000 to help combat the cost of living crisis.
The campaign will run until 14 June and will highlight the benefits of frozen food as a “healthy and more affordable option than fresh, without compromising on quality” .
The prizes include four sets of £1,000 for help paying mortgages, 20 lots of £200 for energy bills, 40 £100 prizes for a weekly shop and 160 sets of £50 for mobile phone bills.
According to research by the brand, shoppers can make a saving of almost 25% on average when swapping like-for-like fresh and frozen products while receiving 50% more for the same price.
The competition will run with a text-to-win mechanic, with all entrants required to have proof of purchase of a Birds Eye product in an Asda store.
“Frozen food has an important role to play during these challenging times,” said Louise Collier, category development director at Birds Eye.
“With the cost of living rising steeply, we’re all too aware that many shoppers find it difficult to pay for their weekly household bills, and so are looking for both support and ways they can save money,” she added.
“Despite this, there is still a misconception that frozen food is of lower quality than fresh food, when in fact it is just as nutritious and offers many cost-saving benefits,” she added. “As well as helping shoppers get more for their money due to its longer shelf life, frozen food also helps to reduce food waste and help shoppers’ money go further thanks to how it can be portioned so that only what’s needed is cooked.”
Birds Eye said it hoped the campaign would show its support for families and offer extra help for those shoppers who were struggling.
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