BIRDS EYE RELAUNCHES COATED FISH RANGE WITH THE HELP OF ‘THE CAPTAIN’

£4m investment in new ATL campaign to get the UK to fall back in love with fish and chips

Leading frozen food brand, Birds Eye, has announced the launch of a NEW market-leading multi-million pound above-the-line campaign for its Coated Fish range, including a new TVC featuring Captain Birdseye, product quality improvements across the entire range and a packaging refresh.

Only the Best for the Captain’s Table

After almost a decade away from the nation’s screens, Birds Eye is launching a new TVC for its Coated Fish range, which is set to air on 13^th March. The ad sees the return of Captain Birdseye at the helm of his ship, before he heads down to the kitchen to inspect the crew’s dinner. The Captain shares his joy over the quality of the battered cod fillets before heading upstairs to share the meal with his excitable crew.

Running throughout 2017, Birds Eye is investing a total of £4m marketing support in the new campaign with the aim of making Birds Eye battered and breaded fish a teatime favourite again. Running across TV, VOD, out of home and social media, the campaign will reach over 25m consumers and is designed to remind Brits of the great taste and quality of Birds Eye battered and breaded fish. Social media will focus on championing Friday as the time when families sit down to mark the weekend with great tasting Birds Eye fish and chips.

Adam Draper, Birds Eye UK General Marketing Manager, commented: “This campaign is about reminding the UK just how great fish and chips can be, especially now we have our new and improved Birds Eye battered and breaded fish range.  What is more, our trusted sea-farer, Captain Birdseye will be helping us to tell this story on-pack, online and on TV.

“The Coated Fish sector is currently worth over £200m and as the leading brand in frozen, we want to drive category growth in 2017; offering great tasting, quality products, supported with unrivalled category media investment.”

New packaging design

To further bolster the launch, new packaging will see the introduction of Captain Birdseye across the Coated Fish range to aid stand-out and find-time on fixture. Additionally, a ‘Best Ever’ promise will feature across the battered range, along with a ‘Nation’s Tastiest Brand’ on-pack claim featuring on the breaded range, highlighting the improved taste and quality of the products. The new packs will be in store from the end of February.