Success Story

Birds Eye

Birds Eye Case Study

“The Rocket Fuel campaign was great, because it allowed Birds Eye Voila! to deliver its message to a targeted group of consumers. It also gave us the opportunity to optimize throughout the campaign, and ensure we were reaching those households most likely to buy.”

Diana Briceno
Associate Brand Manager Birds Eye Voila! Pinnacle Food Brands

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Goal

Drive offline sales through online exposure

Challenge

Build preference and intent over strong competitors

Product Used

Rocket Fuel for Direct Response

Advertiser

Pinnacle Foods’ Birds Eye Voila! is a line of frozen skillet meals that can be prepared in minutes. These meals contain delicious Birds Eye vegetables with lean cuts of meat or seafood, pasta, or rice, seasoned with a variety of flavorful sauces. Birds Eye’s ad agency, Optimedia, chose Rocket Fuel to deliver on Pinnacle’s specific awareness, engagement, and “most important” trial goals.

Goal

  • Generate awareness and trial of Birds Eye Voila! frozen skillet meals in a cost-efficient manner
  • Generate awareness of and purchase consideration for Birds Eye Voila! frozen skillet meals through the use of real-time brand optimization (survey-based methodology)
  • Drive offline sales through online exposure
  • Reinforce Birds Eye’s reputation for delicious, high-quality vegetables
  • Reduce purchase of competing brands

Challenge

  • Build sales in an era when, year over year, frozen-food sales have been flat to declining
  • Build customer preference and purchase intent over strong frozen-food competitors
  • Drive in-store sales of Birds Eye Voila! frozen skillet meals when retailers are actively promoting local and fresh foods
  • Reach consumers at scale

Results

  • Drove 18% increase in purchase consideration for frequent frozen food consumers
  • Achieved Birds Eye Voila! incremental ROI of $3.09:$1.00
  • Achieved Birds Eye incremental ROI of $3.58: $1.00
  • Drove a short-term sales impact for Birds Eye Voila! of $1M
  • Drove a short-term sales impact for Birds Eye of $1.2M
  • Reduced the attention share given to key competitors, including Banquet, PF Chang’s, On-Cor, and private label
  • Exceeded CTR goals; 130% higher CTR than CPG benchmarks
  • Exceeded CPC goals; 70% more efficient CPC for coupon downloads

Product Used

  • Rocket Fuel for Direct Response

Why Rocket Fuel?

  • Exceptional capability to drive sales
  • One-stop shopping for all digital-advertising needs
  • Hands-on customer service

Big Data Audience Discoveries

When advertisers work with Rocket Fuel, their advertising learns and improves. What did we learn about the ideal audience for Birds Eye Voila!? They tend to be:

  • Women 35 to 54
  • Anyone who prepares family meals
  • Busy singles

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