Iglo's Birds Eye range getting major brand reboot next month

Next month will see the relaunch of 57 core products from the Iglo Group’s Birds Eye range, owned by Nomad Group, as part of a new branding campaign.

Fish fingers along with garden peas, chicken dippers and chicken grills are just some of the products that will be released across the U.K. in April with “improved quality or bigger pack sizes to provide even better consumer value,” according to statement from the company. A fresh slogan – “The Birds Eye Difference” – will accompany the rollout, as will a new TV ad campaign set to air on 9 April. 

“This relaunch is about Birds Eye reclaiming the great British tea time and driving growth back into the frozen food category," said Steve Chantry, Birds Eye marketing director. "Birds Eye is eaten by 90 percent of all U.K. households and our product quality improvements and increased pack sizes will offer our consumers even better value for money. We are confident that this campaign will be a big hit and strengthen Birds Eye’s position as one the nation’s most loved and trusted brands.”

A beloved brand icon is slated to make its comeback by way of the EUR 10.2 million (USD 11.5 million) campaign as well – Captain Birdseye. After a 10-year hiatus from TV screens, Birdseye will appear in the new campaign advertisement, played by actor Mitch Commins, reported The Mirror. The TV advertisement, called ‘A Boy with a Tail’, includes a young boy making his way home from school hoping to receive fish fingers – which have been prepared with a new breading recipe – with his tea. Captain Birdseye is then seen aboard his vessel in a sea of peas, bringing in a haul of fish fingers.

"The reappearance of the Captain after so many years is also an exciting step for us and we look forward to bringing back memories for those that remember him, as well as introducing him to a brand new audience,” said Chantry.

By way of a deal with Channel 4, the advertisement as well as a series of indents will be played from 1 April onward, to be seen by 70 percent of the "housewives with kids" demographic during the airing of the animated comedy, The Simpsons.

“2016 is set to be a really exciting year for Birds Eye and we’re looking forward to taking our brand in a fresh direction with the new campaign," Chantry said. "We know that consumers remember our products from their childhood with fondness and we believe 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."


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