Birds Eye is focusing on the Brand Values of Health, Energy and Patriotism in this promotion. It’s weak because no Brand Traits are visible on the front of the pack. There’s a hint of Sporty on the back but this should be front and centre.

The QR code takes the user to a spam page, which is inexcusable. I’m not a fan of QR codes for this very reason. The advertised URL birdseye.co.uk/green-cuisine.co.uk/gb also takes the user to a spam page.

The prizes on offer hardly seem relevant because of the difficulty in entering. It turns out that the promotion ended in 2024 but that’s no excuse for ignoring on-pack promotions that mislead consumers. Especially for a pack that’s still available in supermarkets.

Birds Eye needs a big re-think on its digital strategy.