Frozen food brand Birds Eye has teamed up with several UK streamers to promote its products to peck-ish gamers for the first time.
Birds Eye has partnered with several popular influencers in a bid to crack the UK games market, including MattHDGamer, OnScreen, Harrie and Quadrant streamer Fifakill, to encourage gaming communities to play the new side-scrolling Chick ‘N’ Dash browser game.
Birds Eye is giving away prizes such as a customised Chick’n Dash PS5 Console, a one-year supply of chicken shop products and a custom Chick’n Dash hoodie, as it hopes to get gamers to cluck, sorry, click on its game.
The well-known influencers hosted a stream on their channels last week, whilst coop-leting challenges in their favourite game titles, with bespoke overlays tracking their progression whilst they navigated through each challenge.
Chick’n Dash was played for a duration throughout the stream where the influencers tried to set a high score and encourage their audience to try and flock to it and beat it.
The highest score in the game is currently 139,728, set by someone known as JB. In comparison, us at Esports News UK only managed a poultry score (ho ho) of 11,093.
A Birds Eye spokesperson commented:
“We are extremely excited to launch our first-ever gaming media campaign. We see gaming as an excellent opportunity to engage with a new audience, as we seek to push the Birds Eye brand into new audiences in a targeted way.”
Birds Eye
MattHDGamer added: “I am so excited to be teaming up with Birds Eye to launch their Chick ‘N’ Dash game with my followers. There are amazing prizes to be won and what better way than enjoying the Chicken Shop products whilst playing the game.”
The brand added in a press release that ‘80% of gamers regularly snack and drink whilst gaming and we know eating and gaming can come up against a few pain points, including greasy fingers, balancing speed with quality and having to pause the game whilst you eat’.
Birds Eye targets gamers with beak performance
Birds Eye added in the announcement: “Every gamer knows the feeling. You’re locked in an intense battle when all of a sudden your timer goes off and you have to try to pause your game and do the mad dash to take your food out of the oven.
“The convenience of the new Chicken Shop products means you can game whilst having a chicken shop experience from the comfort of your home.”
The frozen food brand has been promoting its Chicken Shop goods via the promotion, including Salt and Pepper Goujons, the Ultimate Fillet Burger and Sizzler Fillet Burgers.
Is Birds Eye wing-ing it or will its first games campaign add another feather in its cap? Not sure we care enough to be honest, but it did give us an excuse to write a bunch of puns at least.
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Dom is an award-winning writer and finalist of the Esports Journalist of the Year 2023 award. He graduated from Bournemouth University with a 2:1 degree in Multi-Media Journalism in 2007.
As a long-time gamer having first picked up the NES controller in the late ’80s, he has written for a range of publications including GamesTM, Nintendo Official Magazine, industry publication MCV and others. He worked as head of content for the British Esports Federation up until February 2021, when he stepped back to work full-time on Esports News UK and offer esports consultancy and freelance services. Note: Dom still produces the British Esports newsletter on a freelance basis, so our coverage of British Esports is always kept simple – usually just covering the occasional press release – because of this conflict of interest.
