Birds Eye use birds a ‘badge of quality’ in new BWM Melbourne campaign

Birds Eye is focusing on the quality, flavour and variety of its premium fish range in a new campaign from BWM Melbourne.

The campaign aims to position the Birds Eye birds as a “badge of quality” with the ad suggesting if you don’t see birds, you’re eating the wrong fish.

Simplot marketing maanger for frozen seafood Ben Dall Riva said: “Birds Eye fish is best known as a quick, no-fuss family dinner. We wanted this campaign to impress upon consumers the fact that they deserve premium produce, and only Birds Eye fish can deliver this.

“BWM Melbourne perfectly captured the quality and unique features of our Birds Eye premium fish range. We want people to see the range as something a bit special they can treat themselves to while remaining an easy to prepare meal, and this concept is exactly what BWM served up.”

The campaign consists of two TV ads and is supported by a magazine campaign which includes full page ads and editorial recipe features, point of sale advertising and social.

Last week the Dentsu Aegis Network bought a 51 per cent stake of BWM Group in Australia.


  • Client – Simplot
  • Fiona Allen – Chief Marketing Officer
  • Adam Hanlon – General Manager Seafood, Snacks & Meals
  • Susan Foley – Marketing Communications & Branding Manager
  • Ben Dalla Riva – Marketing Manager Seafood, Snacks & Meals
  • Elisabeth Argain – Senior Brand Manager Seafood, Snacks & Meals
  • BWM – Creative Agency
  • Susannah Stoney, Planning Director
  • Belinda Murray, Client Services Director
  • Sally Kingi, Senior Account Director
  • Steph Kostos, Account Director
  • Murray White, Executive Creative Director
  • Brent Liebenberg, Creative Director
  • Tim Gill, Associate Creative Director

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