Birds Eye has extended the rollback of its ‘masterbrand’ strategy to its most famous product – fish fingers.
The frozen food brand had previously announced the launch of new packaging for its Simply Breaded and Harry Ramsden’s ranges of breaded and battered fish.
And it will now launch the new look across its fish fingers, including cod, haddock, battered and omega-3 enriched varieties. The packs use bold colours and clear product photography to differentiate between each of the different fish fingers.
The rebrand from design consultancy Brandon will focus on reigniting consumer nostalgia towards Birds Eye fish fingers. As well as improving on-shelf standout, the new look will also give parents an additional point of connection with the brand thanks to the reintroduction of the Captain Birdseye character on pack.
Adam Draper, general marketing manager for brand owner Nomad Foods, said: “We were eager to ask Brandon to help with the redesign of the brand we are best-known for – the Birds Eye fish finger. We set out with the same goal: to make it as easy as possible for consumers to find their favourite fish finger brand.
“Bringing the Captain back to the table in a more prominent way just made sense; he stands for a lot good memories with families and had to play a stronger role on packaging.”
“Brandon has been a fantastic partner from start to finish; they really understood what we wanted and put themselves into the shoes of the consumer. Making sure that the new packaging was iconic, bringing the Captain back and standing out in the freezer.”
Brandon managing director Richard Taylor continued: “We were delighted to help take Birds Eye fish fingers on the next stage of its long voyage.
“Looking back to what was good about the past, bringing the Captain back to the nation [seemed like an obvious decision]. We set out with three clear goals: hero the Captain, drive the emotional fish fingers meal photograph and ensure that colour helped us to stand out on a busy fixture.”
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