ICarly: iCook With Bird's Eye

iCarly: iCook With Bird's Eye is an initiative to promote healthier eating habits for kids and to sponsor Bird's Eye frozen vegetable brand.

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 featured on an “iCarly” episode. 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.