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iCarly Gives Bird’s Eye a Boost

Tie-in with popular tweener show lifts frozen-food firm


A partnership with popular TV show, iCarly, has played out well for frozen food firm Bird’s Eye.

The show, produced by Viacom’s (NASDAQ:VIA) Nickelodeon, promoted the brand between July 9 and Sept. 9 with the “iCarly iCook with Bird’s Eye” marketing campaign, according to The program was a part of Bird’s Eye’s efforts to promote healthy eating for kids and teens through the Partnership for a Healthier America, a nonprofit group working to end childhood obesity.

Efforts in the campaign centered on a part of the Nickelodeon website, and featured events and promotions such as a sweepstakes offering a trip to see a taping of the iCarly show and other prizes. Also, bonus content could be unlocked on the site through entering a UPC code from a Bird’s Eye product.

The sweepstakes generated more than 40,000 entries, while a recipe contest — with the winner’s recipe being featured on the show and mentioned by its star, Jennette McCurdy — saw more than 16,000 entries. The special website saw more than 255,000 page views.

Sales for frozen foods went up during the promotional period, with more than one-third of that growth coming from the Bird’s Eye brand.

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