Bird's Eye Crispy Chicken: The Success of Going 'Completely Cuckoo' - IPA Effectiveness Awards Case Study 1994

Brief Description: Objective: to launch the new Birds Eye brand's frozen poultry range and to become the largest and most relevant brand in this market. TV launch. Results: exceeded sales targets, high awareness achieved. Increased Birds Eye share after advertising was maintained. Volume increased in a static if not slightly declining market. ;---(TAGS)--- Full Title: Crispy Chicken : the success of going 'completely cuckoo' ; Number: 1994/218 ; Brand Name: Bird's Eye Crispy Chicken ; Client: Bird's Eye Walls ; IPA_ProductCoding: Food (Ready meals, convenience foods) ; Agency: Ogilvy & Mather ; Author: Nick Jones ;