Birds Eye raises awareness of sustainable fishing with ‘Follow the Fish’ on-pack promotion


Birds Eye is encouraging families to explore how their fish is sustainably sourced, as part of a new campaign and an on-pack promotion across its Fish Fingers and Coated Fish ranges. Kicked off this week, more than 4000 Ocean Explorer ceramic plates and informative Ocean passports will be available to be won – one every 15 minutes between 8am and 8pm until the 24th of November. Families will also be invited to find out more about sustainable fishing through the Birds Eye Fish Provenance Tool – a tool that follows the journey of a fish from the ocean to their plates. The activation will be supported with a multi-channel TTL campaign, spanning TV, digital and PR.

The Ocean Explorer prize is a vibrant depiction of Captain Birds Eye’s sustainable world, created by children’s illustrator Gareth Lucas and features Cod, Haddock, Pollock, and other marine life. The plate will also come with an Ocean Passport that provides more information about sustainable fishing and MSC in an engaging and child-friendly format.

Steve Challouma, Marketing Director at Birds Eye, said “As the biggest brand in the UK, when it comes to certified sustainable and responsible seafood sourcing, our Follow the Fish campaign forms part of our on-going mission to drive awareness around the importance of responsible fishing. Our work with the Marine Stewardship Council (MSC) has never been more important in future proofing our oceans and the marine life that lives within them, and winning the MSC Frozen Brand of the year award for the sixth consecutive year demonstrates our global commitments. We’ve realised our aim of having 100% of our fish portfolio in the UK MSC labelled or ASC labelled, and we really want consumers – who are increasingly concerned about sourcing transparency – to feel inspired by our own commitment. We’re also encouraging shoppers to use our Fish Provenance tool to follow their fish through its journey, learning more about where it came from as well as sharing information on how we safeguard and protect the world’s oceans and source fish and seafood responsibly.”

The promotional packs will be available in all major retailers – more information and terms & conditions can be found here: