Birds Eye revives classic 'Waffly Versatile' jingle for avocado-loving millennials


By Rebecca Stewart | Trends Editor

February 26, 2018 | 3 min read

Birds Eye is looking to evoke a sense of fun and nostalgia by reviving its classic 'Waffly Versatile' jingle for the Instagram generation.

Little boy eating a birds eye potato waffle

The updated sing-a-long jingle endorse a series of retuned toppings / Birds Eye

The catchy 80s melody, which touted the adaptable nature of the dinnertime staple ('they go with cheese, chilli, chicken, burgers, fish fingers, eggs...'), has made its comeback with avocado-loving millennials in mind.

The updated sing-a-long jingle endorses a series of re-tuned toppings for the fluffy comfort food. New suggestions include eggs and smashed avo, pulled pork and five-bean mexicano, with the latter being a twist on the much-loved classic dollop of baked beans.

Pete Johnson, general marketing manager at Birds Eye said the melody was "one of the best remembered British advertising themes of all time and people love to sing along to it", adding that the brand was excited to bring it back to screens.

An iteration of the original campaign, which first launched in 1976, can be viewed in full below.

The move follows on from Birds Eye replacing its ubiquitous jolly mascot Captain Birds Eye with a younger, more rugged model as part of a £8m repositioning campaign.

The frozen food brand's bids to keep pace with changing trends hasn't always panned out in its favour. In 2015 the company was widely mocked for a misguided ad suggesting chicken dipper canape recipes for children's parties.

Vote for the revived 'Waffly Versatille' spot in The Drum's Creative Works below.

Birds Eye: Waffly Versatille by Recipe

By Birds Eye

Overall Rating 4/5

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