Birds Eye set to repitch advertising and design accounts ahead of brand overhaul
Birds Eye is set to repitch its advertising and design accounts as the new chief executive of the Iglo-owned brand looks to overhaul the label.
According to the Telegraph, Elio Leoni Sceti wants to shift perceptions of frozen food from one of ‘desperation’ to ‘inspiration’.
It has been suggested that original mascot Captain Birds Eye – who was replaced by Clarence the polar bear - is unlikely to make a reappearance after market research suggested it ‘may not be appropriate’.
AMV BBDO and McCann currently handle the advertising for Birds Eye.
