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#Solidaritea - More Than Just A Day

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Published/Aired: 
June 2018

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Birds Eye is building on its #Solidaritea campaign, championing parenting and putting an end to ‘parent shaming’. The new campaign showing solidarity with parents is breaking in the run up to Father’s Day on June 17th.

The campaign is the next instalment in an initiative developed with Recipe. It reflects Birds Eye’s commitment to supporting all hard-working and fun-loving parents, as the brand that’s always there whenever needed.

In 2017 Birds Eye launched #Solidaritea in support of a group of mummy bloggers who had been condemned by the Daily Mail as ‘slummy mummies’. It was a rallying cry for all to stand in support of British parents by celebrating their (sometimes) thankless parenting moments.

One year on, Birds Eye is celebrating the role of dads - their desire to work just as hard and be just as involved in parenting as mums, 365 days of the year – with an online film, ‘More than just a day’, created by Recipe.

The aim is to challenge traditional and antiquated roles of ‘dadding’ by featuring a broad cross-section of dad roles from same-sex parents, single dads, hands-on dads, stay-at-home dads to women and grandparents that fulfil the role of dads too. It is also passionate and celebratory, showing the good bits, the bad bits, the funny bits, the challenging bits and - above all else – the cherished moments of parenting.

Bloggers featured in the film: Mark @ladbabyofficial, Mat Riley @thelifeofriley, Al @thedadnetwork, Ben Telford @ben_telford_, Jamie & Tom @daddyanddad, Rachel @rachelritfeld.

Film advertisement created by Recipe, United Kingdom for Birds Eye, within the category: Food.

Advertising Agency: Recipe, London, UK
CD / Founder: Dan Jacobs
Director: Michael O’Kelly
Editor: Mitchell Young
Producer: Lisa Dawson
Graphics: Alanna Kos
Content Manager: Richard Green
Account Director: Misha Mantel
Planner: Sanj Deb
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