Birds Eye has launched a Facebook application, created by glue Isobar, that features a customisable meal planner to provide parents with teatime inspiration.
The app features the brand’s lovable ambassador, ‘Clarence the Polar Bear’ as part of Birds Eye’s wider “All You Need for a Great Teatime” strategy to provide quality food and recipes for all the family to enjoy. “Clarence’s Cookbook” aims to bring quality time back to teatime, making it more fun for families to enjoy a healthy meal.
Once browsing “Clarence’s Cookbook”, users can flick through recipes, searchable by core ingredient (i.e. meat, fish or veg), and find a vast range of recipes as the collection grows. In addition to inspiring mums with new and exciting Birds Eye product based recipes, the Facebook app invites them to share their own unique recipes with the rest of the online community.
The app launches initially on 24th April, with more interactive elements and functionality to be added throughout the year. Users will soon be able to share their culinary creations as well as rate others’ recipes. Parents can rate a meal using a ‘Clean Plate Rating’ instead of the generic ‘Like’ button, based on how much kids like a dish. During glue Isobar’s tenure, Birds Eye’s online community has risen from 6,000 in April last year, to over 100,000 Facebook fans.
Pete Johnson, Brand Manager at Birds Eye, commented: “We understand that mums welcome new serving suggestions for their family’s favourite teatime food. glue Isobar have built an engaging Cookbook that will help put Birds Eye at the heart of UK teatimes for years to come”.
This work follows glue Isobar’s inclusion to Facebook’s new global Preferred Marketing Developer Programme last week. It recognises innovative solutions and apps created for brands across the Facebook platform.