Birdseye has revealed its latest above-the-line campaign from Havas London, part of an over-arching campaign from the food brand that is resurrecting it’s heritage character Captain Birdseye.
The campaign follows the journey of a small boy coming home to dinner from school, with a nod to Captain Birdseye and his boat on the way, and the excitement that ensues when he arrives to a fish finger dinner.
Captain Birdseye returns to screens after over a decade away. His return comes as a nod to the brand’s heritage, intended to position the brand as trustworthy, whilst the character of Sam is intended as the entertainment factor, personifying the simple excitement of a favourite childhood meal.
The ad was shot by Outsider’s award-winning director Jim Gilchrist.
The 60” spot will be released as part of a wider campaign around the resurrection of Captain Birdseye and the re-launch of 57 core products, including Fish Fingers and Garden Peas; both of which make an appearance in the ad.
The campaign extends across TV, cinema, digital, outdoor, PR and instore comms and it goes live on Friday 8th April.
Steve Chantry, Birdseye marketing director, said “2016 is set to be a really exciting year for Birdseye and we’re looking forward to taking our brand in a fresh direction with the new campaign. We know that our consumers remember our products from their childhood with fondness and we believe that the new ad will not only reignite their latent love for the brand, but also reassure them that Birdseye is committed to quality and is a cut-above other brands”.
Havas London’s executive creative director, Ben Mooge added: “For years, Sam, the boy in the commercial had been picked on because of his tail. We're glad that Birdseye could help with his successful rehabilitation. There's a lesson for us all here.”