HHCL & Partners has created a television campaign for the Captain Birds Eye frozen fish range as part of a &£7.7m marketing drive for the Birds Eye Walls brand.
The ads mark the return of an older Captain Birds Eye, who was ousted four years ago in favour of a younger, ‘hipper’ version, in an effort to modernise the brand. Birds Eye marketing director Chris Pomfret says the traditional character is more capable of winning the trust of mothers. The ads stick to the usual formula by featuring the Captain and his child shipmates on an island.
According to Pomfret, the children’s frozen food market is worth &£396m and is growing. He adds that Birds Eye plans to introduce several new products before September. The marketing push will also include cinema and press advertising, in-store marketing and new packaging design.