Captain Birds Eye is set to return to our screens in the autumn on a ‘nutrition mission’ as part of a £25m campaign for the Birds Eye brand.
The Captain will be playing a pivotal role in Birds Eye’s drive to communicate its new nutritional policy to mothers.
The frozen food giant has removed all artificial colours, flavours and preservatives from its food as well as reducing salt and fat in many of its ranges.
That message is being communicated by a new TV, radio and poster advertising campaign. The new generic television ad, which broke this week, uses the strapline ‘We don’t play with your food’, while the posters say ‘natural ingredients, naturally preserved.’
The Captain will also put his name to a range of four children’s microwave meals due out in September that meet Birds Eye’s nutritional standards.
The meals - Chunky Chicken Casserole, Mild Chicken Korma, Spaghetti Bolognese and Shepherd’s Pie - are flagged up as being ‘nutritionally balanced for kids’ and all contain at least 80g of vegetables to fulfil one of the 5-a-day criteria. “Mothers are looking for a convenient yet nutritious meal for their kids rather than just chicken nuggets and chips,” said brand director Jerry Wright.
Each meal will retail at £1.59.
Wright revealed that Birds Eye would also be extending its SteamFresh microwaveable range into fish next month. The range will include Salmon in Dill Sauce, Haddock in Cheese & Leek Sauce and Fish Medley in Butter Sauce.
The launch of a range of SteamFresh ready meals is planned for October.
Wright said a combination of Birds Eye generic and product specific advertising would strengthen the brand over time and lead the frozen food category back into growth.
Sean McAllister