​​The Captain turned 50 years old! 
To mark this momentous occasion we were tasked with developing an on-pack promotion to drive penetration.

​

I created a bespoke plush soft toy based on images of John Hewer, the original Captain BirdsEye, from 1967. Designed to appeal to the parents who grew up with the Captain and their children who obviously enjoy this lovable seafaring grandpa's catch.

He was available to be won every 10 minutes throughout the promotional period.

​

The soft toys face ran over 16m Fish Finger and Coated Fish promotional packs and was supported by and integrated campaign including 10" TV tag, Snapchat lens, a PR stunt featuring a golden John Hewer statue at the Cutty Sark and the Captain's World Tour, where photos of the plushy in various parts of the world would be posted on social media.

​

Responsible for:

Creation of Captain BirdsEye soft toy visual to be used by the toy manufacturer and across the promotion.