Captain Birds Eye moves from Lowe to HHCL

Birds Eye Wall's has hauled its Captain Birds Eye character out of

Lowe Lintas and handed the account for its fish fingers brand to the

rival roster agency HHCL & Partners.

The switch severs Birds Eye's last ties with Lowe, which developed the

Captain Birds Eye character and has held the account for more than 30


HHCL has systematically encroached on the agency's position on the

roster, with the Captain Birds Eye win marking its third success in

three years.

HHCL picked up Birds Eye Ready Meals from Ammirati Puris Lintas in 1998

and beat the merged Lowe Lintas to the relaunch of Birds Eye's frozen

potato range last October.

"For us it's another endorsement from Birds Eye," HHCL's managing

partner, Nick Howarth, said. "To be given a project as big as this is

testimony to the relationship between us."

The switch will mark the end of the young Captain Birds Eye, introduced

by Lowe to reinvigorate the brand in 1998. His appearance has been

limited in recent years as UK spend on the fish fingers brand has

dwindled to £500,000 in the UK.

Birds Eye is understood to be planning a renewed pan-European push for

the character with the possibility of using it to promote children's

foods outside of the fish category.