With Captain Birdseye returning to British TV screens today (8 April) as part of Birds Eye new £8m campaign, both brands and experts have warned that the risk can sometimes outweigh the rewards when it comes to bringing back an iconic advertising character.
Captain Birds Eye is making yet another comeback as Birdseye invests £8m in a new TV and rebranding campaign aimed at building long-term affection with the frozen food character among the next generation of British children.
Frozen foods giant Birds Eye is the latest brand to scrap the chief marketing officer role as it appoints former managing director Andy Weston-Webb to the newly-created role of chief commercial officer (CCO).
As Birds Eye celebrates its Fish Fingers’ 60th anniversary this week, the brand hopes to improve perceptions of the frozen food category by focusing on excitement and working to restore trust in a bid to turn around declining sales.
In a week, which has seen KitKat significantly redesign its packaging and the WWF charity introduce a new way of using emojis to generate donations, Marketing Week rounds up everything you need to know from the marketing industry over the last seven days.
Recent ‘interactive’ poster campaigns from Birds Eye, Carlsberg and Pepsi haven’t just been gimmicks, but are part of a strategic move to get greater exposure and returns from outdoor advertising investment.
Trying to change the behaviour of consumers is no easy task but brands are taking it upon themselves to educate the public about sustainability, with Birds Eye aiming to stop unnecessary food waste and Jigsaw aiming to stop clothing going to landfill.