Family tea-time can be a bit like Christmas: too much pressure, not enough time, and nothing looks as good as your friends’ social media posts.

Being able to conjure something up from the freezer that’s both guilt-free and speedy means less stress and more time together.

It’s great that Birds Eye are working hard to make mealtimes both fast and nutritious
— Carrie Longton, co-founder of Mumsnet


Inkling were briefed by Birds Eye to establish the brand’s quality credentials and generate a sense of reassurance amongst mums that they can trust Birds Eye’s frozen chicken range.


Our campaign, Count Your Chickens, answered three key questions identified through Inkling’s community analysis:

  1. What is in it and where does it come from?
    Our answer: a social extension of the newsreader TVC, ‘Roving Reporter’ to tackle frozen chicken myths delivering our key ‘made with 100% chicken’ message.
  2. Can I feed it to my child?
    Our answer: Inkling identified how well chicken compared vs mums’ key concerns: salt, fat, protein and sugar. We created a series of animated nutritional comparisons vs teatime favs.
  3. What, beyond chips and beans, can I serve it with?
    Our answer: 20 Minute Meals. Influencer-created chicken recipes that are nutritionally balanced and can be made in 20 mins or less, helping time-poor mums. This was all underpinned with a reassuring media partnership with Mumsnet, influencer engagement and social optimised TVC content.


  • Nominated for Best FMCG Campaign at the 2017 CMA International Content Marketing Awards
  • 93% of Mumsnet users would buy Birds Eye Frozen chicken, 90% would recommend it
  • 14,120,145 unique impressions on Mumsnet (vs. 11,004,000 benchmark)
  • 119,500,000 impressions from Inkling content
  • 15,900,000 video views of Inkling content
  • 7 influencer partnerships, 470 comments, 9,556 likes and a reach of 4,171,991
  • 22 pieces of trade coverage, 90% included key core messaging