Thursday 15 May 2014

Birds Eye captures mealtime moments with Martin Parr.

Renowned food brand and British institute Birds Eye have an exciting competition that gives entrants the opportunity to win the chance to be part of British Food History.

Being all about food, and good food at that with their new slogan being ‘the food of life, it is no surprise that this Birds Eye competition features food.  Teaming up with world famous photographer Martin Parr, Birds Eye are on a quest to uncover and capture the eating habits and behaviour of the nation.

The initiative to capture the nation’s eating habits through the lens follows the Big Mealtime Audit, a study by Birds Eye to reveal the way real people eat and interact at meal times.

According to the research, there are four different types of eater in Britain today: the Rep-eat-erts, the Social-eats, the All Day Grazers and the Free Rangers.  The research found that as recently as a generation ago British families sat together for a meal nearly everyday but today a quarter of us don’t even have a dining table.

Professor Peter Jackson who contributed to the study said: “Brits have moved on from the traditional three meals a day to a much less consistent pattern of infrequent meals.  While there is a ‘moral panic’ around the decline of families eating together, in reality this is exaggerated as many Brits still share meals with family members on a regular basis”.

Martin Parr comments: "Whether you choose to eat with others or on your own, in an environment that is comfortable to you, each moment can tell a story and unravel a fascinating insight into people's lives, which was one of the reasons why I wanted to be involved in this Birds Eye project. My aim is to bring this to life and understand how the nation now eats, encouraging others to appreciate our different and wonderful ways of living."

Margaret Jobling, Birds Eye Marketing Director comments: "Mealtimes are still clearly the glue that holds families and friends together, even though the nation's eating and consumption habits have changed and we might not be sitting down for the traditional three square meals a day. The research, combined with the Martin Parr study will help us to understand and celebrate this as we're passionate about creating food that can be enjoyed every day by everyone."

For the last 22 years Martin has been showcasing a critical look at aspects of modern life through his photography and now working closely with Birds Eye he will be capturing the nation’s eating habits and mealtimes in photographs.  Martin will be visiting households up and down the UK to produce a unique snapshot of the nation’s eating habits, as the captures through the lens real people who portray the typical eating habits of modern Britain.

As part of their quest to document the nations eating habits and mealtimes Birds Eye are offering members of the public a once-in-a-lifetime opportunity to be photographed by world renowned photographer, Martin Parr and be part of the unique snapshot of the nation’s eating habits.  For the chance to be photographed by Martin members of the public can submit their mealtime moments photographs to the Birds Eye View website (closing date 23.59 GMT on the 28th May 2014). 

From the entries on the Birds Eye View website, Martin along with a judging panel for the competition will be selecting three entrants who will win the completion and have their photograph taken by Martin. 

The lucky winners will also feature in Martin Parr’s ‘A Birds Eye View’ photography exhibition which will be showcased in London in September as a culmination of The Big Mealtime Audit where Martin’s photographs highlighting the nation’s eating habits will be on display.

Not only will the lucky winners feature in the ‘A Birds Eye View’ photography exhibition they will also receive V.I.P. tickets to the exhibition and a meal for them and their family/friends in London prior to the exhibition.

All you need to do is take a photograph mealtime moment with your family or friends, it can be as fun or creative as you want, then submit it on the Birds Eye View website along with a short description about why you think your photograph represents a modern mealtime moment.

Go on….get eating and snapping away on your cameras to capture your mealtime moment for the chance to be photographed by the brilliant Martin Parr and be part of British Food History thanks to collaborative Birds Eye and Martin Parr ‘A Birds Eye View’ mealtime moments campaign.

*  As a #BirdsEyeBlogger I have received some vouchers to purchase Birds Eye products to enjoy with my family during out mealtime moments *

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