With a category in decline and a new strategy to focus on the food and appetite appeal, new packaging aimed to support a relaunch and present Birds Eye’s chicken range as more modern, relevant and better quality.
Drawing on the implicit tools of our PACKMASTER approach enhanced with the use of eyetracking, we assessed the effectiveness of the proposed designs at engaging with buyers of the frozen chicken category. Our research identified a design with great potential, while eyetracking revealed opportunities to make it work even harder. Through understanding how we react to packaging through design we saw the importance of how the 100% chicken breast claim was presented on pack, subtle but important aspects of the product visual, and the clarity of the product information. Inspired by our learnings, the design was optimised to better engage the shopper.