EXPERIENTIAL ACTIVATION
Birds Eye:
In The Air
THE ASK
Inspire health-conscious cooks to see Birds Eye’s Air Baked fish as a go-to, light, and healthy meal option through an immersive brand activation.
THE IDEA
Frozen fish is often seen as heavy and unexciting, but Birds Eye’s Air Baked range is a lighter, healthier way to enjoy fish. Create a “floating” fish installation that visually conveys the product’s lightness, inviting guests to discover Birds Eye’s Air Baked varieties.
EXECUTION
At a gallery-style pop-up, hundreds of paper lantern-style fish are suspended against a sky-blue backdrop, creating an immersive experience. Guests use a pulley system to lower their chosen fish, revealing its type and determining the sample they can redeem, bringing to life the light, airy appeal of Birds Eye Air Baked fish. Bold, yellow branding adds a vibrant touch, sparking curiosity and encouraging visitors to rethink frozen fish. Sampling is available on-site via a food truck, where guests can enjoy their selected sample.
The activation is supported by a social campaign, "There’s Something in the Air at Birds Eye," designed to drive awareness of both the pop-up and the launch of the new range.
