Birds Eye searches for Britain’s favourite fish finger sandwich with launch of ‘The Birds Eye Butties 2020’


Birds Eye, the frozen food giant brand, is launching ‘The Birds Eye Butties 2020’, a campaign to recognise Britain’s favourite fish finger sandwich. The initiative was developed in partnership with creative agency ELVIS.

The campaign is a new take on Birds Eye’s Fish Finger Sandwich Awards, which originally launched in 2017, and aims to create buzz and engagement as well as driving sales of Birds Eye fish fingers.

With the launch of ‘The Birds Eye Butties 2020’, the brand is opening up the search for the best fish finger sandwich in Britain to a people’s vote for the first time. The campaign invites people to make their own fish finger sandwich and upload a recipe to social channels, using the #BirdsEyeButties hashtag. Consumers will then have the chance to choose from one of four finalists selected by Birds Eye, with the winner being announced on social media and awarded a year’s supply of fish fingers.

ELVIS and Birds Eye have developed a social push to support the launch, with content showcasing different ways to enjoy a fish finger sandwich, all designed to inspire people to create their own, unique take on the comfort food classic. Activity will run across Facebook and Instagram.

Media planning and buying for the campaign is by Zenith, with PR by Cirkle.

Sarah Koppens, Marketing Director, Birds Eye, said: “Fish finger sandwiches are an iconic part of our culture. We wanted to tap into the huge love for them and get the whole country voting for their ultimate version. ‘The Birds Eye Butties 2020’ is a step towards making the brand even more synonymous with this classic British favourite. We want to encourage people to eat more fish via exciting recipes and by inspiring them with infinite combinations.”

Neale Horrigan, Executive Creative Director, ELVIS, added: “There aren’t many people who don’t love a fish finger sandwich or at least have an opinion on what constitutes the perfect one. Creating ‘The Birds Eye Butties 2020’ means that Birds Eye – who almost have a duty as the originator – are able to facilitate this debate. And, as excited as we are to be a part of this, we are even more excited to find out what wins.”