Simplot Birds Eye Fish Fingers: 3D thinking

This cinema-led case study outlines how the ailing Captain Bird's Eye frozen fish finger brand tried to rekindle an emotional bond with Australian consumers, change its brand image and deliver market share and volume growth.

Simplot Birds Eye Fish Fingers: 3D thinking

Agency: Belgiovane Williams Mackay

Advertiser: Simplot: Birds Eye Fish Fingers

Author: Jamie Mackay, Alex Speakman

Total Campaign Expenditure: Under $500K

STRATEGIC COMMUNICATIONS CHALLENGE

Executive Summary

This is a story of how advertising delivered outstanding growth in sales, brand health, market share and profitability by re-kindling an emotional bond with generations of Australians for a family favourite that had lost it's way in an increasingly commoditised market.

But what makes this case truly exceptional in today's ‘multi-channel’ world is that the result, a 20% increase in sales and 26% volume...

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