Modern Marketing Brand Strategy

Captain Birds Eye invites the public to get their fingers on some sustainable fashion

By John Glenday | Reporter

August 11, 2022 | 3 min read

Captain Birds Eye, the advertising mascot for the frozen seafood brand, has stripped off his uniform to model a new range of sustainable swimming shorts.

Birds Eye

Captain Birds Eye models the ‘All Aboard Shorts’

The limited-edition unisex swimwear range sees the brand leave the freezer far behind as it turns up the heat with its ‘All Aboard Shorts,’ just in time for the summer holidays.

The nautical blue trunks are sourced from 100% recycled ocean plastic and are available in dark and light variants to signify deep and shallow waters.

Mike Sowerby, marketing manager for Birds Eye Fish, said: “The Captain has been busy at his helm over the last few months contemplating, ‘what does the UK public really need this summer?’ And what better idea than taking a trip down to the beach to create and model his own ‘All Aboard-Shorts.’ Of course, they’re made from recycled plastic (recovered from the sea) and we hope we’ve provided fans with a truly special summer accessory to wear in the glorious sunshine.

“The shorts have been made in partnership with ethical clothing producer Bluebuck. Its fabric is GRS-certified, so the material used for the All Aboard-Shorts is 100% made from upcycled marine plastic waste.”

Would-be seafarers wishing to follow the Captain’s wardrobe lead can head on over to Birds Eye’s TikTok page for a chance to win.

In recent years Birds Eye has given its mascot a younger makeover, dispatching the jolly Captain Haddock of old for a more rugged Italian model.

Modern Marketing Brand Strategy

More from Modern Marketing

View all


Industry insights

View all
Add your own content +