Birds Eye’s pop-up restaurant turns social media into currency.
It’s easy to get hungry just by scrolling through our Instagram feeds. Mouth-watering shots of paleo-friendly steaks, expertly frosted cupcakes, and juicy berries greet us whenever we open the app. Especially with the ability to geotag, Instagram users have become unofficial brand advocates for restaurants and food companies worldwide, whether they like it or not. Known worldwide for their fish fingers and other frozen food products, Birds Eye has taken advantage of this food porn phenomenon in a novel way.
Birds Eye created a pop-up eatery where visitors have the option to pay for their bill by simply uploading and sharing an Instagram shot of their meal with the hashtag #BirdsEyeInspirations. The Picture House will be open to the public in Soho, London this week, and will then relocate to northern cities like Manchester and Leeds in June.
The brand’s research team found that 52 percent of the public regularly take photos of their meals, which gave them the initial idea to launch the project. The food on offer to lucky diners will be from their new range which includes fish and chicken chargrills in a bid to cash in on the food porn trend.
Birds Eye is launching the pop-up restaurant as a key part of its “Food of Life” campaign, which is one of the company’s biggest to date. It aims to promote the use of frozen food, converting those who tend to turn their nose up at it, and it will also explore Britons’ food and meal time behavior to enable them to better understand their target consumers.
Marketing Director Margaret Jobling explains the idea further:
“Taking photos of food enables people to show off and to share their mealtime moments – from the every day to the very special. We wanted to tap into this trend and create a new reason for people to talk about and sample our newest additions to the Inspirations range.”