A new study commissioned by frozen food manufacturer Birds Eye has found that UK parents only consider 46% of the time they spend together with their kids quality time, with chores (36%), commuting (20%) and after-school activities (14%) noted as the biggest obstacles standing in the way. Based on a survey of 1,000 parents conducted in June, 42% of respondents also noted that they hadn’t logged any meaningful family time in a few days. 

To help turn this situation around, Birds Eye and Hasbro are teaming up to run a promotion throughout the summer whereby families can get a free Hasbro board game when they purchase four packages of Birds Eye frozen foods. Games featured in the campaign include Monopoly, Hungry Hungry Hippos, Operation, Twister and Trivial Pursuit: Family Edition. 

Birds Eye’s cluster marketing manager Victoria Westwood says a key insight from the research that instigated the promotion was that 89% of parents view the dinner table as a critical venue for creating meaningful conversations and connections with their kids. 

Birds Eye has been doing family-targeted collaborations with partners outside the food category for several years now. Some of these initiatives include making mini-figures of its Captain Birdseye mascot character with Playmobil, joining forces with Team GB to promote its Green Cuisine products, and redesigning the frozen food aisles at UK supermarket chain Sainsbury’s.