Birds Eye asks viewers to 'give a bear a home'

Birds Eye, the frozen foods brand, is to give away toy versions of the cuddly polar bear that features in its current ad campaign.

Birds Eye: offers viewers the chance to get their own Clarence the Bear
Birds Eye: offers viewers the chance to get their own Clarence the Bear

Today (25 August), the company said that due to a "huge amount of public interest and demand", mini-versions of Clarence the Polar Bear would be made available through an on-pack promotion.

The latest stage in the Birds Eye marketing campaign, which has been created by AMV BBDO, will be spearheaded by a TV ad, which broke this week.

Carat has undertaken the media-buying responsibility.

The ad reverses the brand's usual scenario, which features someone unsuspectingly opening a freezer and finding a bear inside.

In the latest commercial, the bear opens the freezer to be confronted by a vision of himself in miniature.

The ad and the 'Give a Bear a Home' activity on the brand's Facebook page, tells consumers who want a bear to collect six tokens from the Birds Eye range of fish fingers and fillets.

Birds Eye will be hoping to emulate some of the success of and its meerkat giveaway that featured so famously in its ads.

Clarence the Polar Bear – voiced by actor Willem Dafoe – first appeared in the Birds Eye '100%' campaign last May.

Use of the bear extends the brand's tradition of using toy figures to promote its products. In 2009, Birds Eye signed up 1980s kids' favourite and "saviour of TV-am", Roland Rat, to promote the relaunch of the dessert Birds Eye Supermousse.

Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to , plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content