Leading frozen food brand Birds Eye is set to launch an innovative pop-up dining experience, which will provide consumers with the opportunity to eat for free if they share photos of their meal on social media.
Pop-up restaurants will be situated in Soho, Manchester and Leeds throughout May and June, with their main aim being to promote Birds Eye's new Inspirations products, Marketing Week reports.
The range features chicken and fish chargrill-style products in a variety of tempting flavours, including sizzling peri peri, creamy cheese and ham, sun blushed tomato and thai coconut, lemongrass and chilli, to name just a few.
Entitled the Picture House, the pop-up eateries will encourage diners to take photos of their food using the Instagram app labelling them with the hashtag BirdsEyeInspirations. If they do this, they will get their meal for free.
This will enable the food firm to take advantage of some free promotion, while a significant number of people will be able to see pictures of the Inspirations range if the images are shared.
Birds Eye has decided to use this marketing technique alongside its regular television advertising and in-store sampling after its owner the Iglo Group compiled research that showed 52 per cent of people in the UK take photos of their meals, with 11 per cent doing so at least once a week. Nine per cent admitted to snapping their food every day.
Marketing director of Birds Eye Margaret Jobling explained: "With our new Food of Life strategy, Birds Eye is recognising the importance of understanding how we can use television in conjunction with other channels.
"The Picture House appeals to the current trend of taking photos of our food and sharing them on social channels and we feel that this is an exciting platform."
This innovative form of promotion is part of Birds Eye's £16 million new marketing strategy, which aims to make the brand more appealing to adult diners in a bid to overhaul its image and improve sales.