NEW YORK Birds Eye Foods has tapped Spark Communications to handle U.S. media strategy and planning chores for its diverse array of brands. Spark, a media agency division within the Starcom MediaVest Group, will work in tandem with the frozen food giant's creative agency Northlich.
Birds Eye brands include its Steamfresh line as well as C&W, Freshlike and McKenzie's. Outside of the frozen food aisle, Birds Eye owns Comstock and Wilderness fillings and toppings, Tim's and Snyder of Berlin snacks, Nalley and Brooks chili and Bernstein's and Nalley salad dressings.
"Spark offers us the kind of experience, thought leadership and innovation required for us to stand out in the consumer goods marketplace," said Josh Weinstein, director of marketing, Birds Eye, in a statement. "We are excited to integrate Spark's expertise in media planning with the talents of our creative partner Northlich."
Birds Eye spent $11.5 million on media for the first six months of the year and $8 million last year, per Nielsen.