Birds Eye is building on its #Solidaritea campaign, championing parenting and putting an end to âparent shamingâ. The new campaign showing solidarity with parents is breaking in the run up to Fatherâs Day on June 17th.
The campaign is the next instalment in an initiative developed with Recipe. It reflects Birds Eyeâs commitment to supporting all hard-working and fun-loving parents, as the brand thatâs always there whenever needed.
In 2017 Birds Eye launchedÂ #SolidariteaÂ in support of a group of mummy bloggers who had been condemned by the Daily Mail as âslummy mummiesâ.Â Â It was a rallying cry for all to stand in support of British parents by celebrating their (sometimes) thankless parenting moments.
One year on, Birds Eye is celebrating the role of dads – their desire to work just as hard and be just as involved in parenting as mums, 365 days of the year â with an online film, âMore than just a dayâ, created by Recipe.
The aim is to challenge traditional and antiquated roles of âdaddingâ by featuring a broad cross-section of dad roles from same-sex parents, single dads, hands-on dads, stay-at-home dads to women and grandparents that fulfil the role of dads too. It is also passionate and celebratory, showing the good bits, the bad bits, the funny bits, the challenging bits and – above all else â the cherished moments of parenting.
âMore than just a dayâ features a group of daddy bloggers delivering a poem on a school stage, highlighting the issues that are important to them. It also addresses Birds Eyeâs role â one of support, not judgement, ending with the sign off: âWeâre here. #solidariteaâ.
The poem tackles meaningful parenting subjectsÂ â some are serious, some less serious, but delivered with compassion and attitude. Lines from âItâs 365, tough, glorious, cherished daysâ, âItâs the best thing I ever didâ, to âIâm a punching bag dayâ encapsulate the dynamic joys and challenges of being a modern dad.
All of the âdadsâ featured are parents/grandparents âÂ LadBaby,Â The Life of Riley,Â The Dad Network,Â Daddy & DadÂ andÂ Ben TelfordÂ (husband of Clemmie Telford; one of last yearâs #Solidaritea mummy bloggers). The script was co-developed, based on many of their personal experiences.
Rebecca Nascimento, Birds Eye General Marketing Manager,Â comments:Â âWe know how tough parenting is. We also know how truly amazing it is, and as a brand, we want to show our support for all parents and the day to day challenges that this brings. Standing alongside all parents is important to us because weâre proud to be a brand that makes life a little easier at one of the trickiest times of the day; Birds Eye Fish Fingers are a tea-time staple and a saviour for many families short on time and with fussy little eaters. Last year, we saw such great support for our troupe of âslummy mummiesâ, so this year we wanted to continue supporting parents across the country with a fun, light-hearted campaign for dads ahead of Fatherâs Day.â
The film will go live on the June 11thÂ â shortly before Fatherâs Day on June 17th. It will be promoted across Birds Eyeâs social channels and shared by the featured bloggers.