Birds Eye Iglo
The challenge
Our brief was to create innovative ideas for frozen meals to be marketed across Europe. In this competitive category, the concepts needed to be exciting but also commercially viable. The brand wanted some quick wins as well as more breakthrough ideas that would push the factory capability into the future.
Our approach
The creative fuel for this project was consumer insight; we got under the skin of what people want for their midweek meals and how they feel about frozen food. We ran a series of workshops with the UK and German teams to create five possible future directions and stretch our thinking using trends and future scenarios. Working with the technical and factory teams was essential in helping us understand what was possible now and in the future and led to a range of strong, innovative ideas.
The results
Bringing together different cultures and talents sparked creativity and enthusiasm throughout the process. The concepts we developed were well received by all involved from those working in factories through to packaging. We delivered a substantial pipeline of strong ideas; the first went on to be launched immediately in Germany and other markets.
Mary contributed structure and clarity to a strong insight development programme leading to a substantial list of workable ideas that are currently being implemented in the markets across Europe. Mary is able to deal with different cultures, brings energy, positive mind-set, enthusiasm, a quite unique methodology and approach and works very hard to make things happen in tight timings. In short, we have been very pleased with the outcome and I can strongly recommend Mary for anyone planning a similar project.