Frozen food brand Birds Eye has opened the doors to a pop-up restaurant called ‘The Picture House’ at the Ice Tank in Soho, London.
Diners are invited to pay for their bill by taking a photo of their food and sharing it on Instagram with the hashtag #BirdsEyeInspirations
The campaign is to promote the brand’s new Inspirations range, which will also be promoted through a multi-media campaign including TV, digital, POS and a three month sampling campaign. The Picture House will visit Manchester and Leeds next month.
The pop-up concept follows research by Birds Eye that show 52% of people ‘regularly’ take pictures of their meals and 11% take at least one picture of their food a week.
Read more: The Picture House campaign site