4Sales partners Birds Eye with The Simpsons for year-long sponsorship

1 April 2016

4 Sales today announced that Birds Eye will sponsor The Simpsons on Channel 4 in a new year-long sponsorship deal.

The six figure partnership launches on 1st April around The Simpsons regular weekday 6pm slot and Birds Eye’s sponsorship idents will be visible around every episode airing on Channel 4 over the next 12 months.

Four Birds Eye products will be featured as part of the sponsorship; Cod Fish Fingers, Chicken Chargrills, Simply Cod and Garden Peas.

The partnership was brokered by Channel 4 Sales’ Charlotte Deane, Partnership Account Manager, together with Gavin Jones at Havas Media.

The series of idents depict a boy with a tail that wags with excitement as he heads home for his favourite Birds Eye dinner. The idents will also feature a cameo appearance from Captain Birdseye, marking a return to screens for the iconic character after over a decade away. Creative agency ITN Productions is responsible for the idents.

Rupinder Downie, Partnership Controller at Channel 4 said: “This partnership provides Birds Eye with the ideal opportunity to promote their new range. The enduring appeal of The Simpsons makes it a highly sought after programme for sponsors and its teatime slot is perfect for Birds Eye and its new range of products.”

Steve Chantry. Birds Eye Marketing Director said: “2016 is set to be a really exciting year for Birds Eye and we’re looking forward to taking the brand in a fresh direction through our partnership with Channel 4. The sponsorship of The Simpsons gives us the perfect opportunity to marry two much loved brands and introduce even more UK families to the Birds Eye product range.

“We believe the sponsorship will reignite the latent love consumers have for Birds Eye as we reclaim the Great British Tea Time and are confident this campaign will be a big hit, strengthening Birds Eye’s position as one the nation’s most loved and trusted brands.”

In one of its biggest ever brand initiatives, Birds Eye – the UK’s leading frozen food brand – has also announced the relaunch of 57 core products, celebrating the quality and value of four of its biggest product icons. The campaign also sees the return of the nation’s favourite Captain Birds Eye in a bold new TV advertisement, reminding the nation that Birds Eye is everyone’s favourite tea-time staple.

About Birds Eye

Birds Eye is one of the UK’s leading branded food companies whose iconic name is synonymous with great tasting food. It is committed to bringing consumers quality food that can be enjoyed at every meal, every day by everybody.

Birds Eye is one of the core brands of Nomad Foods, a leading packaged foods company. The Group’s leading brands of Iglo, Birds Eye, and Findus Europe are category-defining names synonymous with high quality, great tasting food.