Birds Eye Walls set to hold pitch for Captain's brand

Frozen food giant Birds Eye Walls is staging a PR pitch for its Captain Birds Eye brand.

Agencies are this week pitching for the contract, which is understood to involve consumer and corporate PR work on a project basis.

Edelman, which works for brand owner Birds Eye Walls on a B2B brief, is the only agency confirmed as taking part in the pitch.

The agency has also previously handled consumer projects for Birds Eye Walls.

This latest project comes just four months after the £7.7m relaunch of the Captain Birds Eye children's food range.

This saw the reinstating in advertising for the brand range of the traditional fatherly Captain Birds Eye character, which had been replaced by a younger character.

The relaunch also saw stricter limits on fat, salt and artificial preservative content. In September new tuna, veggie and beef burger products were launched to join a Captain Birds Eye brand list that already included Fish Fingers, Chicken Nuggets, Chicken Dippers, Captain's Coins and Vegetable Fingers.

The Walls side of the firm - which includes the Solero, Cornetto, Magnum and Vienetta ice-cream brands - is not affected by this pitch.

A Birds Eye spokeswoman confirmed a pitch was underway for the Captain Birds Eye brand, but declined to disclose details of the PR contract up for grabs.

In-house PR for the brand is handled by PR manager Nicki Hickson, to whom the successful agency is likely to report.

Birds Eye Walls, which is owned by Unilever, has almost 4,000 staff in six sites across the UK.

These include manufacturing plants in Grimsby, Glou-cester, Hull and Lowestoft and a distribution centre near Birmingham. Its head office is located in Walton-on-Thames, Surrey.

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