Birds Eye UK recently opened “the world’s first pop-up, pay-by-picture restaurant,” called ‘The Picture House.’ The campaign is centered around the launch of Birds Eye’s “Inspirations” range of products, and includes #PictureHouseLondon, #PictureHouseLeeds and #PictureHouseManchester.
Diners are served Birds Eye Inspirations dishes, and then “pay” the bill by taking a photo of their meal and uploading it to Instagram with #BirdsEyeInspirations. Participants also had the chance to win a workshop on food photography tips and tricks with Marte Marie Forsberg, a food and lifestyle photographer.
The Birds Eye Instagram account (BirdsEyeUK) also features behind-the-scenes photos and live updates from each Picture House event.
It’s a fairly creative campaign — but will it pay off for BirdsEye?
