SAME CAPTAIN, NEW SHIP
In order to succeed in today’s saturated frozen category, Birds Eye needed to reconsider how their premium range worked within their much-loved portfolio.
The new design increases taste appeal with stronger emphasis on fresh ingredients, while the reintroduction of the infamous Captain Birds Eye as a prominent brand beacon ensures better standout and recognition within the frozen fixture.
Additionally, the new design principles now lend half of the pack to product messaging to allow for easy flavour navigation, as well as enabling flexibility for future additions to the portfolio.
THE CAPTAIN IS OUR MOST DISTINCTIVE ASSET – HE’S THE NUMBER ONE FOOD ICON IN THE UK. WE’RE CONFIDENT THAT BY BRINGING OUR PREMIUM RANGE ON BOARD, WE WILL ATTRACT NEW CONSUMERS TO THE BRAND AND FROZEN FISH CATEGORY. NEW SHOPPERS EXPRESSED GREATER APPEAL AND EXISTING SHOPPERS TOLD US THAT FINDABILITY AND STANDOUT WAS SIGNIFICANTLY HIGHER.”
UK General Marketing Manager, Birdseye Fish
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