M&B lands brief for Birds Eye Fish Fingers

Michaelides & Bednash has consolidated its place on the Unilever roster by capturing a pan-European media brief for Birds Eye.

Unilever has appointed M&B to work for Iglo Birds Eye Findus (iBF) on its Fish Fingers products. The agency will be briefed to develop a UK and pan-European strategy to bring the products closer to consumers.

In the UK, M&B will work on Birds Eye Fish Fingers alongside HHCL/Red Cell, which handles advertising for the brand, and MindShare, Unilever's media planning and buying agency.

M&B's task is to work on ways to bring the brands to life by developing media solutions beyond traditional advertising to connect with consumers.

It has previously worked on similar briefs for Unilever's Knorr and margarine products, as well as work from Diageo and GlaxoSmithKline on taking their brands outside traditional advertising.

Steve Challouma, the Unilever ice-cream and frozen food UK European platform manager, said: "M&B are very creative, strategic thinkers. This is exactly what iBF needs to help us develop a brand activation strategy for Fish Fingers."

Paul O'Neill, the M&B partner, said: "It's great to win more business from Unilever. Birds Eye is a great brand and Fish Fingers is a flagship product."