Birds Eye moves away from masterbrand strategy with 'emotive' new design

Birds Eye

Birds Eye has made a departure from its 10-year Masterbrand strategy with the introduction of new packaging designs for its Simply Breaded and Harry Ramsden’s ranges.

The reinvigoration of the brand was conceived and executed by brand design consultancy Brandon, who was tasked with drawing the consumer back to the brand as own-label supermarket branding becomes more sophisticated.

The new design heroes the product and plays on memories of happy times spent together as a family – around the family dining table for the Simply Breaded range and at the seaside for Harry Ramsden’s. The brand packaging also introduces the ‘emotive’ image of Captain Birdseye to the range.

The existing colour scheme of red for battered products and dark blue for breaded ones, combined with separate colour coding for different fish species, have now been incorporated through the entire packaging design so that consumers can more easily identify the products they are looking for in the freezers.

Steve Chantry, Birds Eye UK marketing director, said: Captain Birdseye is a firm family favourite but we wanted to make sure that rather than just spotting the Captain, consumers could spot the particular product they are after. Brandon has been a fantastic partner from start to finish; they immediately understood our challenge and offered a solution that retains the nostalgia of our brand, which consumers know and love, whilst building each sub-brand’s individuality. We love the new designs and hope they will catch consumers’ eyes as much as they have ours.”

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