Birds Eye's birds have taken a break from their role as 'Mum's helpers' to become a badge of quality in the latest campaign.
The campaign, by BWM, features a new tagline, telling consumers “if you don't see birds... you're eating the wrong fish. It aims to reposition the brand as a step up from an everyday meal option, and showcases it as a premium meal range.
Simplot marketing manager frozen seafood Ben Dalla Riva said the campaign stays true to the brand's personality.
“Birds Eye fish is best known as a quick, no-fuss, family dinner,” he said. “We wanted this campaign to impress upon consumers the fact that they deserve premium produce, and only Birds Eye fish can deliver this.”
The campaign will consist of two television commercials, social, a magazine campaign with full page ads and recipe features and point of sale advertising.
