Bringing back the Captain: how Birds Eye refreshed its brand with an old asset

Following changes of ownership and positioning, frozen food brand Birds Eye had seen its sales across drop alarmingly; it needed to do something radically different.

“Seventy-five percent of British households buy our products at least once a year; fifty percent of households buy our products at least once every 12 weeks,” according to Birds Eye marketing director Steve Challouma.

It’s an enviable position for the...