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
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.