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Birds Eye Fish Fingers ‘100% Polar Bear’ advert

Agency: AMV BBDO

Client: Birds Eye

Birds Eye has launched a new campaign entitled, ‘100% Polar Bear’,  featuring the brand’s newest supporter, a polar bear who lives in consumers’ freezers.

The campaign’s TV and radio ads 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 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.

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