A new brand campaign created by Belgiovane Williams Mackay (BWM) Melbourne is helping to plot a new course for client Simplot Australia brand Birds Eye. The Captain has been synonymous with Birds Eye for years, but the new campaign looks to reposition the brand as a provider of innovative frozen foods made from fresh, quality ingredients. In line with this objective, the new creative platform – An Eye for Good Food – looks to include a number of new product launches.

Three Birds Eye product launches will support the new campaign – Stir
Fry Flavour Infusions, Golden Crunch Monster Chips and Oven Bake
Lightly Seasoned Fish. These products will be launched during August
and September.

Tara Lordsmith, general manager for retail marketing at Simplot Australia, said the relaunch was part of the packaged food giant’s strategy to invest heavily in its product range in the Australian market.

The Birds Eye creative platform will develop stronger emotional connections and loyalty with consumers by engaging them with the brand again. The campaign will bring our brand essence to life, talking to consumers in a way they understand.

Jamie Mackay, partner at BWM, said: “We are really excited about helping Simplot in their pursuit of buyers of frozen foods, particularly families, and strengthening their brand loyalty. Our campaign will connect with consumers visually, particularly through the animated Birds Eye bird, which communicates understanding and empathy with the wink of an eye.

The campaign will be communicated through a range of media, incorporating TV, magazines, outdoor and digital components, plus in-store demonstrations. Check out some of the static creative that has already run below, and watch the new TVC below too.


What do you think? Does the new winking bird cut it for you? The old Captain was pretty iconic. And what do you think about the new tagline – an eye for good food?