Birds Eye creates polar bear toys

Birds Eye is to give away cuddly toy versions of its brand character Clarence the polar bear, following in the footsteps of Comparethemarket.com, which is currently running a campaign to give away its meerkat characters.

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The polar bear has featured in Birds Eye’s TV and digital marketing activity since last year, appearing in freezers to give advice on the benefits of frozen food and the quality of Birds Eye’s range.

The Give a Bear a Home campaign includes an on-pack promotion and a digital TV ad that sees Clarence open the door of the freezer to find a toy version of himself.

The bear is voiced by Hollywood actor Willem Dafoe.

The Advertising Standard’s Authority recently banned a Birds Eye ad which claims its frozen vegetables contain more vitamins than fresh equivalents.

The company appointed former Cadbury marketer Margaret Jobling as marketing director at the end of last year.

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