Brand consultancy Brandon has worked with Birds Eye on the redesign of the packaging for its fish finger range.

It follows Brandon’s earlier rebrand of Birds Eye’s Simply Breaded and Harry Ramsden’s coated fish range.

The new Birds Eye fish finger packaging moves away from Birds Eye’s ‘masterbrand’ approach to bring much more prominence to Captain Birds Eye himself.

Richard Taylor, MD at Brandon

Adam Draper, general marketing manager at Birds Eye owner Nomad Foods, said: “Bringing the Captain back to the table in a more prominent way just made sense, he stands for a lot good memories with families and had to play a stronger role on packaging.

“Brandon has been a fantastic partner from start to finish; they really understood what we wanted and put themselves into the shoes of the consumer.”

Manchester-based Brandon, which hired Conch Associates founder Steve Conchie as creative director in October, also works with the likes of Cook Italian, Pets Choice, Ferrero (Thorntons) and United Biscuits.

Richard Taylor, MD at Brandon, added: “We set out with three clear goals; hero the Captain, drive the emotional fish fingers meal photograph and ensuring that colour helped us to standout on a busy fixture.”