Birds Eye + Disney team up to celebrate Disney’s ‘Frozen’ with new campaign via BWM Melbourne

Simplot has announced its collaboration between Birds Eye and Disney’s animated comedy adventure “Frozen”, with a range of promotions and experiences both in-store and online via BWM Melbourne, ApolloNation and Hard Hat Digital.

Opening in cinemas on Boxing Day, Disney’s “Frozen” follows the epic journey of Anna who teams up with Kristoff and his loyal reindeer Sven, encountering Everest-like conditions, mystical trolls and a hilarious snowman named Olaf in a race to find Anna’s sister Elsa, whose icy powers have trapped the kingdom of Arendelle in an eternal frozen winter.

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Says Susan Foley, Simplot Australia marketing communications & branding manager: “We are thrilled to announce the collaboration between Birds Eye and Disney’s Frozen. Both brands represent family enjoyment, shared experiences and of course in this case, the ‘frozen’ connection. Disney does a terrific job of bringing stories and magic to life for their audiences, something we hope to deliver to our fans through this celebration of Disney’s Frozen.”

Birds Eye has commissioned two major consumer promotions in Woolworths and Coles supermarkets to be implemented in December 2013 and January 2014.

Consumers who purchase any Birds Eye product between the 4 – 24 December from Woolworths can enter for the chance to win one of three, all inclusive family holidays to Vail, Colorado. There is also a secondary prize offering 300 family movie passes to Disney’s Frozen.

From 1 January 2014, Birds Eye will continue to communicate the campaign in Coles, offering a free gift with purchase. Consumers who buy any two products from the Birds Eye range can redeem their purchase for a free Disney’s Frozen themed stationery set in-store.

To complement the in-store promotions, Birds Eye is running a series of fun games and giveaways via its facebook page. Consumers will have the chance to win an exciting range of themed merchandise. In addition, there’s an online puzzle and interactive snowman game where players can try their luck by strategically tossing Disney’s Frozen character Olaf as far as possible across the snow.

Assisting in the development of the activity, an integrated above the line campaign is being delivered by BWM Melbourne, with individual consumer promotions and social media being brought to life via ApolloNation and Hard Hat Digital respectively. Media strategy and buying provided by Huckleberry.