For the first time ever, Birds Eye is replacing the iconic captain mascot on its seafood packaging with an image of one of its customers. For a limited time, 24-year-old Charlotte Carter-Dunn from Gloucestershire will be appearing on the brand's products, thanks to a competition about the best ways to use a freezer to cut back on both a grocery budget and food waste. The competition kicked off earlier this year with Iceland and it aimed to celebrate "the nation’s real-life household heroes."
At a time when many people are extra conscious about keeping their pantries and freezers well stocked with food, the brand hopes that the frozen tips shared by household heroes will inspire shoppers to see how they can save both money and reduce waste in the kitchen.
Customer-Featuring Seafood Packaging
Birds Eye is Replacing Its Captain Mascot with a New Face
Trend Themes
1. Customer-featuring Packaging - Birds Eye's decision to replace its captain mascot on seafood packaging with a customer's image reflects a growing trend of brands emphasizing the consumer experience.
2. User-generated Marketing - The competition that Birds Eye held to feature a customer on its packaging highlights the increasing importance of user-generated content in marketing campaigns.
3. Sustainability and Cost-saving - Birds Eye's focus on frozen tips to save money and reduce food waste aligns with the rising trends of sustainability and cost-saving in the food industry.
Industry Implications
1. Food Packaging - The customer-featuring seafood packaging strategy by Birds Eye suggests potential disruptive innovation opportunities in the food packaging industry.
2. Marketing and Advertising - The use of user-generated content in branding and marketing campaigns, as demonstrated by Birds Eye, presents opportunities for disruptive innovation in the marketing and advertising industry.
3. Food Retail - The promotion of frozen tips for saving money and reducing food waste by Birds Eye indicates potential disruptive innovation opportunities in the food retail industry.