A new advert for Birds Eye which features a polar bear who lives in consumers’ freezers has won this week’s UTalkMarketing People’s Choice.
Entitled, ‘100% Polar Bear’, it aims to mark a step change in Birds Eye’s marketing, with a huge investment behind their key products - fish fingers, dippers and peas.
The polar bear is a Birds Eye advocate – consumers’ conscience, even. His role is to remind consumers all that Birds Eye products are “the best there are.”
He appears in people’s freezers when he suspects they have been buying inferior products. He can be quite forceful, and to do that, he has to be on pretty secure ground in what he’s saying. He may only be glove puppet, but he needs integrity.
The polar bear will run through the line as created by AMV BBDO for Birds Eye in the coming months.. He will appear everywhere from TV and digital, to in-store at point of purchase.
The Birdseye polar bear is voiced by Hollywood film star Willem Defoe.
The advert came tops in the UTalkMarketing People’s Choice – our weekly poll, held in collaboration with OMD Snapshots where we ask 1,000 members of the public to vote for their favourite advert currently in the marketplace.
It received over a quarter (27 per cent) of the vote, placing it ahead of the first runner-up, when participants were asked, ‘Which of the adverts made you want to buy the product or service advertised?’
To see the ads in full click the links below.
This week’s UTalkMarketing People’s Choice
Birds Eye '100% Polar Bear '
Agency: AMV BBDO
Nationwide 'Proud to be Different'
Agency: Leagas Delaney
Agency: AMV BBDO
Bernard Matthews 'Bootiful'
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