Captain Birdseye replaced with a photogenic family in £16m shake-up of fish fingers brand
Captain Birdseye, the long serving face of Birds Eye, has taken a back seat in its £16m revamp of the fish fingers brand.
The Captain has been at the forefront of the brand's marketing activity for the past 47 years, but is being replaced with a TV family in an effort to appeal to a younger generation.
He will not be completely axed, with a spokesman telling ITV news that: "The new campaign is a new era for the captain and he will have a new role and that will become apparent later in the year."
It comes as part of a wider £60m rebrand of across Birds Eye pushing the new ‘Food for Life’ positioning.