Birds Eye Fish Fingers was facing stagnant sales, declining penetration and falling quality perceptions. In a strategy change, it discarded its previous masterbrand model in favour of a new creative and media approach that brought attention to Fish Fingers. The new campaign revived and reinvented the brand character, Captain Birds Eye, after 10 years of his being out of the public eye. The campaign drove salience for fish fingers and reframed them as quality, wholesome food. Over the three years of the campaign, value rose by 18%, penetration declines reversed, and the campaign’s short term effects alone have contributed £1.77m in profit to Birds Eye.