birds eye

Birds Eye’s ‘Waffly Versatile’ jingle will make its TV return tomorrow (7 May), when the brand airs the first ad for its Hello Morning! range.

Scheduled to make its debut during Britain’s Got Talent on ITV, the advert marks a £1m investment for the line-up of frozen breakfast options, which launched in February and includes Belgian-inspired waffles and filled croissants.

Birds Eye said ‘Waffly Versatile’ would feature in the brightly coloured commercial with ‘a twist’. Originally used in 1981 for Potato Waffles, it was in the news last year when the UK entry to the Eurovision Song Contest - Still in Love with You by Electro Velvet - was accused by fans of the competition of plagiarising the 35-year-old jingle.

“The new ad campaign marks an exciting moment for Birds Eye,” said marketing director Steve Chantry. “Not only does it drive awareness of the new breakfast occasion in the frozen category, but it is also a nod to the heritage and nostalgia of the brand. We are delighted to announce that breakfast is now Waffly Versatile.”