I have to applaud Birds Eye for their novel way of thinking. Their latest experiments this year with their ‘Mashtags’ and now their Pay with a Photo Pop-Up Restaurant are commendable if a little flat.
To launch their ‘Food for Life’ campaign, aiming to change the public’s perception behind frozen food, Birds Eye set up The Picture House pop-up in The Ice Tank in Soho where diners can try their new chicken and fish products. Based on research that more than a third of Brits re-arrange their food with the intention of taking a photo and sharing it online, restaurant goers can pay for their food with an Instagram snap.
“Taking photos of food enables people to show off and to share their meal time moments – from the everyday to the very special. We wanted to tap into this trend and create a new reason for people to talk about and sample our Inspirations range.”
Margaret Jobling, Birds Eye marketing director
Marie Marte, food photographer, is even on hand to give diners tips on how to take the perfect foodie photo.
It’s an interesting concept and one that will certainly increase its visibility on Instagram. However, at the time of searching, there were only 410 Instagrams tagged with #BirdsEyeInspirations and some of them looked distinctly unappetising. For me, people take photos of food because it looks spectacular and some of the Birds Eye creations look… like frozen food products.
The Birds Eye Picture House is open from 13th May at the Ice Tank, Soho. Just tag your meal with #BirdsEyeInspirations to claim it for free.