The Big Interview: Steve Challouma

Ever since Clarence Birdseye invented the fast freezing process in 1924, it’s fair to say it hasn’t always been plain sailing for his eponymous business. For the last 23 years, Steve Challouma has been helping it navigate the waters. He shares with Emma Scotthis own childhood memories of the iconic brand and reveals how he’s helped re-establish it as a family favourite.

Captain of the ship

Steve Challouma joined Birds Eye as a graduate management trainee back when it was owned by Unilever and known as ‘Birds Eye Wall’s’ (twinned with the ice cream business). Attracted by the idea of working for such a well-loved food brand, he describes it as a ‘bustling, dynamic and innovative company’ that ignited fond childhood memories.

“As a family we were loyal consumers and a lot of our famous advertising is firmly implanted in my childhood memories, such as the Waffly Versatile jingle, Captain Birds Eye and the ‘We hope it’s Chips’ Birds Eye Steakhouse advertising.”

After being promoted from marketing director to UK general manager this January, Steve is now responsible for the total UK business, encompassing the Birds Eye, Aunt Bessie’s and Goodfella’s brands as well as a significant own-label business.

In fact, he has helped overhaul Birds Eye’s entire marketing strategy, with a renewed focus on creativity and effectiveness.

Given Birds Eye’s current success and undeniable pedigree, you’d be forgiven for underestimating the challenges Steve and his team overcame to get the brand where it is today.

Frozen food, having enjoyed a golden period throughout the 70s and 80s, began to suffer as the fresh market developed and retailers invested heavily in the chilled category. However, Steve believes in the last five to 10 years the category has managed to regain consumer confidence. “Not only have brands raised their game in quality and innovation, but consumers are recognising the value frozen food brings in terms of nutrition, convenience, taste and quality,” he says. “A lot of this has come from focussing on the hero products, for which frozen foods are a go-to.”

Birds Eye has certainly made this approach central to its marketing strategy, having invested a huge amount into core products such as fish fingers, garden peas and chicken dippers, as well as Aunt Bessie’s Yorkshire puddings and Goodfella’s stonebaked pizzas.

“These are the heroes that deliver footfall to the category,” Steve explains. “Keeping them interesting, fresh and salient for consumers is a critical task. We can then supplement these with new launches that modernise the portfolio.”

At the heart of this strategy has been a complete rethink of the way the brand advertises its products, with just the right mix of innovation and nostalgia - something Steve says is critical to the brand.

“Consumers have fond memories of our products,” Steve continues. “Fundamentally we are a fun brand that sells food that puts a smile on your face. Activating those memories in the right way has a really effective impact on building an emotional relationship with the brand.”