The Daily Mail chose to insult mummy bloggers, and used fish fingers as the symbol of laziness to beat them with. Cue an opportunity for a massive online backlash and a show of #Solidaritea support from Birds Eye. Viewed over 2 million times on social, reaching over 3.7 million uniques, Birds Eye found a new tone of voice for the brand and true brand position – as an ally to all hard working and fun loving parents.