About Bird's Eye Initiative
The brand is starting a recipe contest, “iCarly iCook with Birds Eye,” for children to develop offbeat vegetable recipes. In an online-only video that will be introduced on the Nickelodeon Web site on Monday, Jennette McCurdy, who stars on the show, encourages viewers to “create your own wacky veggie dish” for the contest.Also beginning Monday, commercials on Nickelodeon will demonstrate the sort of offbeat dishes they seek, including the “veggie sundae,” a scoop each of carrots, cauliflower and broccoli in a banana split dish, each scoop topped with a cherry.
Viewers will submit recipes, hoping they’ll be invited to the set of a Nickelodeon show. The effort, which also includes print, in-store and digital advertising, will be promoted through the Facebook and Twitter accounts of both iCarly and Nickelodeon.
The campaign, which is the first advertising on Nickelodeon by Birds Eye, is being produced internally by Nickelodeon and by Weber Shandwick, Chicago, part of the Interpublic Group of Companies. It will cost an estimated $3 million. 
Click here to see the photos
Click here to see the videos
- Bird's Eye Official Website
- Bird's Eye Sweepstakes (Nick.com)
- Jennette talks about Bird's Eye and more with Wave Link Radio
- Jennette Bird's Eye (and more) interview with J-14 Magazine