Birds Eye calls review of UK digital advertising account

The frozen-food company has approached a number of agencies regarding the account, which is currently with Glue Isobar.

Birds Eye: Clarence the Polar Bear
Birds Eye: Clarence the Polar Bear

Glue was appointed in May last year to oversee digital advertising across the Birds Eye product range, which includes frozen fish fingers, vegetables and desserts.

In July last year, Glue was responsible for launching Birds Eye's "100 per cent challenge", a campaign that encouraged families to adopt a healthier lifestyle.

The online campaign was fronted by celebrities including Myleene Klass and featured a website on which the families involved shared their experiences.

Abbott Mead Vickers BBDO currently holds Birds Eye's advertising account. Its direct marketing business is with Proximity London, while Carat is responsible for media planning and buying.

Birds Eye is running a multi-million-pound ad campaign featuring its new brand character Clarence the Polar Bear, voiced by the US actor Willem Dafoe.

Last month, AMV rolled out a TV ad to raise awareness of a promotion in which customers could obtain a cuddly toy version of the mascot.

The spot showed Clarence opening a freezer, only to be confronted by a number of stuffed-toy versions of himself inside.

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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).