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BIRDS EYE

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"EAT YOUR VEGETABLES."  IN LINE WITH NATIONAL EFFORTS TO RETRAIN AMERICANS IN HEALTHY EATING, BIRDS EYE ENCOURAGED US TO SIMPLIFY GOVERNMENTAL GUIDELINES.  GOOD.  AND GOOD FOR YOU.

CO-BRAND OR GO IT ALONE?  DEVELOPING A SUB-BRANDED COLLECTION FOR BIRDS EYE ENCOMPASSED A SERIES OF CONSUMER TESTS, TO EVALUATE BRAND IMPACT, THE VIABILITY OF A CO-BRANDED PROGRAM OR THE LAUNCH OF AN ENTIRELY NEW NAME IS VEGETABLE-CENTRIC MEALS IN A BAG.

America's great legacy brands are faced with the most complex of all challenges: to remain true to the brand image that shoppers conjur from their youth...yet to be as contemporary now as they were then. Perhaps nowhere is the challenge more startling than in food brands that bring to mind the thought of Mom at the stovetop. For frozen vegetable purveyor, Birds Eye, an even greater challenge: to prove that frozen-in-the-field vegetables are actually fresher than those in the produce department, and that vegetable-centric eating is both nutritious AND delicious.  Yes, everything old can be new again.

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