Birds Eye Sets Sail With New Captain, Campaign And Brand Positioning

  • Birds Eye’s new campaign – Real Food, Simply Made – sees the introduction of a new Captain
  • Real Food, Simply Made campaign is set to focus on the simplicity, authenticity and quality credentials of Birds Eye’s fish products
  • Total campaign media spend of £8m – a 20% increase on spend vs. 2017


Leading frozen food brand, Birds Eye, will set sail this January with a new multi-channel campaign aimed at celebrating its passion for simply-made food. Launching across its iconic Fish Fingers and Coated Fish ranges, the campaign sees the introduction of a new, fresh-faced Captain Birds Eye, alongside a shift in positioning for the brand to focus more on the simplicity and authenticity of its fish products.


New Year, New Captain

Launching on Monday 8th January, the new multi-channel campaign sets a different tone for the brand and its figurehead, Captain Birds Eye, with a focus on life’s simple things as told through a brand-new seafaring icon.

Filmed with an air of calm and simplicity, the advertisement is a shift-change from the brand’s previous TV campaigns, with the move revealing a more genuine, authentic face of The Captain. Set on calming waters, the ads see Captain Birds Eye taking time to appreciate the simple things in life, like jumping into the cold sea on a hot day with his grandson or relaxing and watching the sunset after a hard day with his crew, while eating his simply-made, quality Coated Fish or Fish Fingers.


Steve Challouma, Birds Eye Marketing Director, comments: “The new campaign is an exciting change in direction for the brand, and aims to reinforce us as a trusted, credible brand providing quality food. Our Captain has always been a trusted brand icon, with a passion for fun and maritime adventure. The change in this new campaign aims to make him more relevant to consumers, focused on the simplicity and authenticity of food, whilst retaining his trademark adventurous spirit.


Consumers are leading increasingly busy lives, and we hope the new campaign and Captain can inspire families to sit back and savour the simple things in life such as our fish products, which are made with only 100% fish fillet, and breadcrumb or batter.”


In 2017, the brand’s fish portfolio saw incredible uplift and has experienced a year-on-year growth of 7.1% [Nielsen, 52 w/e 04.11.17]. The new campaign is predicted to further drive consumption of frozen fish in 2018 as Birds Eye reminds the nation of the simplicity and goodness of its products, reinforcing frozen fish as a practical and tasty meal in weekly repertoires.


With a total investment of £8m, the new Birds Eye campaign will run across TV, online video and social platforms and marks a 20% increase vs. 2017 spend.


Real Food, Simply Made

As of April 2018, Birds Eye will update its packs to align with changing consumer preferences, including improving the recipes of products and updating pack designs, which have already proved popular amongst consumers in testing.


Challouma continues: “Birds Eye is committed to providing the nation with good-quality and nutritious food – from using 100% MSC-certified fish fillet, to using natural ingredients without artificial colours, flavours or preservatives – with many consumers surprised to learn our Fish Fingers’ characteristic breadcrumb colour comes from nothing but natural ingredients such as paprika and turmeric. Families can be reassured that what they’re eating is real food, simply made.”


To remind consumers about the natural, quality ingredients that go into all Birds Eye great tasting products, we have redesigned communications on-pack to clearly highlight that our fish is real food, simply made. As Birds Eye products are eaten by three out of four UK households, we want to ensure consumers understand the authentic, simple nature of our food, driving them to continue including Birds Eye as part of their repertoire.”


The new campaign airs from Monday 8th January 2018.


Birds Eye press contacts:

For further information on the new advertising campaign and brand relaunch or for interviews with a Birds Eye spokesperson please contact the Birds Eye team at Mischief on 020 3128 6600 or email birdseye@mischiefpr.com