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 legacy frozen food brand whose founder, Clarence Frank Birdseye II, invented the modern quick-freezing process for food. And since 1922, the company has continued to innovate in various ways, including in marketing by airing the first colour TV ad in the UK back in 1969.

An ill-fated master brand strategy

Fast forward to 2014 and Birds Eye Europe, also operating...

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