Birds Eye is aiming to capitalise on World Cup fever in June with a £1.2m TV campaign designed to persuade bleary-eyed football fans to tuck into a fish finger sandwich.

The supplier’s Big Snack campaign will also feature other snack-friendly products including chicken chargrills, crispy chicken grills, quarter pounders and fish burgers, and airs for three weeks from 2 June.

Morrisons will promote the lines in-store throughout June and July, with additional publicity online from Asda, Ocado and Sainsbury’s.

“We see a big opportunity to drive penetration of the fish finger category and fish finger sandwiches are an obvious habit to build on,” said MD Andy Weston-Webb.