Simplot’s Birds Eye premium fish range is being taken to new heights thanks to a new campaign by BWM Dentsu Melbourne.
Launched on 8th February, the campaign aims to position Birds Eye as a step up from an everyday meal option and educates consumers about the high level of quality, flavour and variety that the Birds Eye premium fish range offers.
The latest campaign continues the brand’s six-year strong creative platform featuring the Birds Eye helper birds and the tagline ‘An eye for good food’. For the first time the Birds Eye birds are taking a break from their traditional role as mum’s helpers, instead lending their credibility to the taste of Birds Eye fish and becoming a ‘badge of quality’ themselves for the range with the message “if you don’t see birds...you’re eating the wrong fish”.
Ben Dalla Riva, marketing manager Frozen Seafood, said the BWM Dentsu team created a campaign that re-imagined the traditional Birds Eye offering while staying true to the brand’s personality, with work supporting the entire premium range of Birds Eye fish.
“Birds Eye fish is best known as a quick, no-fuss family dinner. We wanted this campaign to impress upon consumers the fact that they deserve premium produce, and only Birds Eye fish can deliver this," he said.
“BWM Melbourne perfectly captured the quality and unique features of our Birds Eye premium fish range. We want people to see the range as something a bit special they can treat themselves to while remaining an easy to prepare meal, and this concept is exactly what BWM served up."
Murray White, BWM Dentus Melbourne executive creative director, said they enjoyed carving out a new niche for such a well-known brand.
“With their premium fish range, Birds Eye is challenging Australia’s preconceptions of the category. The resulting campaign work does this simply and with confidence,” he said.
The campaign will consist of two TVCs, supported by a magazine campaign that includes full page ads and editorial recipe features, point of sale advertising and social.
Brand Communications Manager: Susan Foley
Chief Marketing Officer: Fiona Allen
Client Director: Belinda Murray
Creative Agency: BWM
Executive Creative Director: Murray White
Senior Account Director: Sally Kingi
Associate Creative Director: Tim Gill