Birds Eye: advert-body-1 by Grey London

Captain Birdseye, the frozen food brand’s ubiquitous jolly mascot, has been replaced by a younger, more rugged model as part of a new positioning and an £8m campaign.

The fresh-faced seafarer (aka Riccardo Acerbi, an Italian model), sports a salt-and-pepper beard, a navy blazer and cap combo, and a relaxed demeanour. The look is contrast to the Captain of yore, who with a fluffy white beard and full navy regalia, was less of a hunk and more of a cartoon.

The transformation is representative of Birds Eye’s new positioning, which aims to market the brand one that is all about simple yet authentic fish products. The TV ad featuring the new mascot has been shot by WHO with blue colouring, a relaxed voiceover and wide shots of the ocean.

The Captain is seen staring out into the distance, plunging gracefully into the sea and enjoying fish fingers with his well-behaved grandchildren.