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Captain Birds Eye hits 50 this year.

To mark this Golden Jubilee, we were tasked with developing an on-pack promotion to drive penetration. Drawing on brand nostalgia, we created a bespoke plush soft toy, based on images of John Hewer, the original Captain Birds Eye, from 1967.

The toy, designed to appeal to parents who’ve grown up with the Captain and drive pester power with their children, was available to win every 10 minutes throughout the promotional period.

The on-pack promotion ran on over 16m Fish Fingers and Coated Fish packs. It was supported by an integrated campaign including 10" TV tag, a Snapchat lens, a PR stunt featuring a golden John Hewer statue at the Cutty Sark and The Captain’s World Tour.

A front-cover spread in The Grocer highlighted the promotion and brand performance to the trade.

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