Simplot’s Birds Eye premium fish range is being taken to new heights thanks to a new campaign by BWM Dentsu.

Launched on 8th February, the campaign positions Birds Eye as a step up from an everyday meal option and educates consumers about the high level of quality, flavour and variety that only 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 helper’, instead lending their credibility to the excellent 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 reimagined 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.

“BWM Dentsu 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 Denstu served up,” he said.

Murray White, BWM Denstu 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 2 TVCs, supported by a magazine campaign that includes full page ads and editorial recipe features, point of sale advertising and social.

Credits

Client – Simplot

Fiona Allen – Chief Marketing Officer

Adam Hanlon – General Manager Seafood, Snacks & Meals

Susan Foley – Marketing Communications & Branding Manager

Ben Dalla Riva – Marketing Manager Seafood, Snacks & Meals

Elisabeth Argain – Senior Brand Manager Seafood, Snacks & Meals

 

BWM Denstu – Creative Agency

Susannah Stoney, Planning Director

Belinda Murray, Client Services Director

Sally Kingi, Senior Account Director

Steph Kostos, Account Director

Murray White, Executive Creative Director

Brent Liebenberg, Creative Director