Birds Eye is joining forces with Hasbro to help parents create more quality family time during the school holidays.
The tie up follows the results of a study commissioned by Birds Eye which revealed that less than half (46%) of the time families spend together is deemed ‘quality time’.
The research – which surveyed 1,000 parents of children aged five to 17 – highlights the top barriers for precious family moments, with some of the most common being household chores (36%), commuting (20%) and after-school activities (14%).
Despite these challenges, six in ten (60%) parents recognise the importance of quality family time in fostering togetherness, creating lasting memories and supporting emotional well-being.
The study found that parents are actively seeking to build more of these moments into their busy schedules, with over half (51%) finding creative ways to spend time together, such as playing board games, hosting movie nights and eating together as a family. The dinner table remains a crucial venue for meaningful conversations and connections, with 89% of parents believing it’s where these important interactions occur.
“From our research, and our own personal experiences, we know that many families want to spend more quality time together, but for many of us, this quality family time has actually decreased since lockdown ended in 2021,” commented Victoria Westwood, cluster marketing manager at Birds Eye. “In fact, our research showed that nearly half (42%) of our respondents hadn’t spent any quality time with their families in the last few days to an entire year!
“We all know life is busy, but many families are making a concerted effort, any way they can, to ensure these valuable moments aren’t lost. With budget and time being tight, affordable opportunities to spend time together are especially welcome.”
Throughout the summer, by purchasing four packs of qualifying Birds Eye products, families can receive a classic Hasbro board game for free (valued up to £39).
Victoria continued: “By partnering with Hasbro, we’re excited to support families during a typically stressful time of year, and really show how good food and games can bring people together and create lasting memories.”
Matt Proulx, svp global experiences, partnerships and music at Hasbro, added: “At Hasbro, we believe in the power of play to bring families closer together, and this collaboration allows us to extend that joy into even more homes. By combining our classic board games with Birds Eye’s delicious, family-friendly meals, we’re providing parents with the perfect ingredients for memorable family moments. We look forward to seeing families across the country enjoy more quality time together, filled with fun and laughter.”
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