For decades Birds Eye Fish Fingers was one of the UK’s biggest TV brands, back when it was owned by Unilever. Unilever sold Birds Eye to private equity and fish fingers haven’t been on TV for ten years. But now they’re back back in a new campaign from Havas London, which features a nod to affable old mariner Cap’n Birds Eye himself.
The hero though is a young boy blessed/afflicted with a dog’s tail.
Birds Eye marketing director Steve Chantry says: “2016 is set to be a really exciting year for Bird Eye and we’re looking forward to taking our brand in a fresh direction with the new campaign. We know that our consumers remember our products from their childhood with fondness and we believe that the new ad will not only reignite their latent love for the brand, but also reassure them that Birds Eye is committed to quality and is a cut-above other brands”.
Havas London ECD Ben Mooge says: “For years, Sam, the boy in the commercial had been picked on because of his tail. We’re glad that Birds Eye could help with his successful rehabilitation. There’s a lesson for us all here.”
Does this mean we’re stepping into Always territory, supporting young people with tails?
But it’s a perky effort, quite old style despite the modish trimmings.
MAA creative scale: 7.