Willem Dafoe’s Birds Eye ads seek a digital voice: Digital advertising account goes into review

Steve’s breakdown: This is great creative and they should bring it to America! As for their digital business, it seems they are acting a bit fickle. But at least there will be a good campaign to work with if you win the business. And yes, it is Willem Dafoe doing the voice over.

LONDON, UK: 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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