Birds Eye is mainly known as the frozen vegetable brand whose mascot isn’t a green giant. (It’s a strange-looking, upside-down bird instead.)
With a new product announcement this week, the company is working to be known as the one that combined vegetables with social media.
The product is called Mashtags (or Mas#tags, according to the label), and they’re frozen potatoes in the shape of social media symbols like hashtags, @ symbols, smiley faces and, yes, hashtags.
Inexplicably, the star symbol from the telephone dial (or maybe it’s an asterisk) is included, too.
Birds Eye senior brand manager Pete Johnson had this to say to The Independent
The addition of Mashtags to our food range is an exciting development for Birds Eye. Social media is all about conversation and we’re confident Mashtags will resonate across various groups of people.”
We’re constantly looking for ways to innovate and inspire consumers and hope that Mashtags will get people talking around the table and help to make mealtimes more enjoyable.
The product will be available in the United Kingdom in March.
What do you think of this idea, PR Daily
readers? Are Mashtags a smart way for a food brand to seize the moment, or is Birds Eye overreaching?