Birds Eye View: The brand perspective on the new integrated Disney sponsorship deal

Last week CynKids reported on Birds Eye’s new integrated sponsorship deal with Disney. Here’s a look at the partnership from the brand perspective, courtesy of Mike Barkley, SVP of Birds Eye.


What is Birds Eye hoping to get out of the new sponsorship arrangement with Disney?

We have similar aspirations regarding healthy eating, and by working together we know we can make lasting change. Beginning this fall, Birds Eye will launch a multimillion-dollar campaign leveraging Disney’s media properties, children’s programming and popular TV stars to show kids that veggies are fun, cool and delicious.

How important is it to have a multiplatform presence with Disney viewers?

Very. In our previous programs targeted toward kids, we reached mom and kids through TV, online, retail and in-person local market tours–and it worked. Since we started stepping up to create more vegetable lovers among children, we saw our sales and market share increase. In fact, our growth rate improved by over 8% in 2013 after we started our direct-to-kids marketing efforts.

Can you tell us some specifics?

Through Disney’s Magic of Healthy Living TRYathlon Road Tour in August and September 2014, we will reach kids across the country. The program will also engage Disney Channel and Disney XD stars for a cross-platform sweepstakes. We anticipate that the initiative will include a product component that showcases Disney characters on Birds Eye packaging.

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