Birds Eye® Voila!® Rewards Fans With New Digital Campaign

PARSIPPANY, N.J. (April 19, 2012)  -- Birds Eye® Voila!®, a portfolio brand of Pinnacle Foods Group LLC, is ramping up social and digital media efforts this spring with the launch of its new digital advocacy hub at birdseyevoila.com. Through social coupon-sharing and crowd sourcing initiatives, Birds Eye Voila! is sharing their delicious, complete Skillet Meals, made with premium Birds Eye Vegetables from the brand's website.

These digital initiatives are part of the brand's commitment to inspire, enable and reward their community throughout the year. By joining the Birds Eye Voila! community, via the website or Facebook, fans have the chance to become brand advocates by progressing through a tiered loyalty program, earning digital engagement badges that will lead to coupons, sharing with family and friends, and earn other rewards.

"Digital media is an extremely relevant and efficient medium to reach our consumers, because it's where our consumers spend their time to shop and interact with brands," said Kristen Thompson, senior brand manager for Birds Eye Voila! "We've learned that when people try Birds Eye Voila!, they really do like it and they want to talk about it with friends and family; we are leveraging the power of word-of-mouth through activations that elevate and celebrate our consumers' advocacy."

DIGITAL PROMOTIONS REWARD LOYAL FANS
BirdsEyeVoila.com is helping loyal fans show their competitive spirit and share their successes with others.

  • Try It, You'll Like It: To inspire fans to try a new Birds Eye Voila! variety, Birds Eye Voila! created an online feature that allows consumers to invite their friends to join Birds Eye and discover a world of delicious meals, deals and coupons. Once Birds Eye Voila! reaches a goal of 25,000 community members on its website, each fan will receive a coupon for $1.50 off their next purchase of a Birds Eye Voila! complete skillet meal.
  • Here's One, Share One: Fans can become a member of the Birds Eye Voila! community by visiting birdseyevoila.com and clicking on the "Try It, You'll Like It" button. Members will exclusively receive a $1 coupon for being a Birds Eye Voila! fan, or receive a $2 coupon for inviting three friends to join the Birds Eye Voila! community via e-mail.
  • Digital Badges: Community members have a chance to receive unique badges by spreading the word about Birds Eye Voila!  Sharing or rating a product, commenting on a product, or building a shopping list are just a few of the activities that will surprise and delight consumers as they earn digital badges leading to rewards and coupons.   
  • Twitter Prizes: Twitter followers can earn tweet-related points and badges by re-tweeting a @BirdsEye tweet, using hashtag #BirdsEyeVoila, or tweeting supportive messages about @BirdsEye from the website. Followers who earn a designated number of tweet-related points will be awarded an array of Twitter skillet badges from bronze to platinum.

With 17 complete skillet meals that can be ready in minutes, Birds Eye Voila! delivers the quality and freshness of Birds Eye vegetables paired with nutritious and delicious proteins and starches. For product information, tips and details on how to unlock coupons, rewards and delicious dinner ideas, visit www.birdseyevoila.com, Facebook.com/BirdsEyeVoila, or Twitter.com/BirdsEye.

About Birds Eye
Birds Eye® unlocks the wonder of vegetables and makes them accessible and enjoyable to everyone, everyday. Using vegetables picked and frozen at their peak of freshness, Birds Eye® helps Americans make vegetables a meaningful part of everyday life. Providing a range of tasty and exciting solutions that make eating vegetables a memorable taste experience, Birds Eye® has something for everyone: with pure and simple vegetables under the Birds Eye®, C&W®, Freshlike® and McKenzie's® brand names; Birds Eye Steamfresh® vegetables and vegetable rich blends; and Birds Eye Voila!® complete frozen meals. For more information on Birds Eye® visit www.birdseye.com or www.facebook.com/BirdsEyeVegetables

About Pinnacle Foods Group LLC
Millions of times a day in more than 85% of American households, consumers reach for Pinnacle Foods brands.  We are a leading producer, marketer and distributor of high-quality branded food products, which have been trusted household names for decades.  Headquartered in Mountain Lakes, NJ, our business employs more than 4,500 people in North America. We are a leader in the shelf stable and frozen foods segments and our brands hold the #1 or #2 market position in 8 out of 12 major category segments in which they compete. Our Duncan Hines Grocery Division manages brands such as Duncan Hines® baking mixes and frostings, Vlasic® pickles, peppers, and relish, Mrs. Butterworth's® and Log Cabin® syrups, Armour® canned meats, Nalley® and Brooks® chili and chili ingredients, and Open Pit® barbecue sauces. Our Birds Eye Frozen Division manages brands such as Birds Eye® vegetables, Birds Eye Steamfresh®, C&W®, McKenzie's® and Freshlike® vegetables, Birds Eye Voila!® meals, Aunt Jemima® frozen breakfasts, Swanson® and Hungry-Man® dinners and entrees, Van de Kamp's® and Mrs. Paul's® seafood, Lender's® bagels and Celeste® frozen pizza. Our Specialty Food group manages Tim's Cascade Snacks®, Hawaiian™ Kettle Style Potato Chips Snyder of Berlin® and Husman's® in addition to our food service and private label businesses. Further information is available at www.pinnaclefoods.com.