Posted by: Jo Briton
Wed, 19 Mar 2014
A photogenic family in the new campaign, which is called The Food of Life, will replace Captain Birdseye. It aims to “champion real food and the way real people eat and interact at meal times”. The campaign will also use Twitter and Facebook alongside traditional television ads to extend the appeal of the cod snacks.
The captain has been played several different actors since making his small-screen debut in 1967 with the slogan: "Only the best for the Captain's table."
The brand is also trebling its digital
spend, and is set to launch a new ‘digital hub’ featuring content such as
mealtime food and drink ideas and tips on ‘topics of conversation and must-have
accessories or props’, says Birds Eye, which can be shared on social media.
In the coming months five new TV and cinema ads will air promoting Birds Eye's range of brands which include peas and the up-market Baked to Perfection brand, in addition to fish fingers.
I’m not going to lie I think the new brand marque looks much better: more up-to-date and I will be interested in the new advertising. The frozen food industry seems to have a difficult time with consumers not thinking the food is as fresh or nutritious so anything that shows improved food quality would be a bonus.
Source: Design Week