Birds Eye Launches "Crunchiest Ever" Fish Finger with Billboard‑Splitting Moment

May. 19, 2026

Birds Eye, the UK’s leading frozen food brand is marking the launch of its ‘crunchiest ever’ Fish Finger with a striking special‑build billboard at the O2 Apollo Manchester.

The eye-catching installation features an oversized 3D fish finger breaking through the middle of a billboard frame, revealing Birds Eye’s ‘crunchiest coating ever’ and signature ‘100% fish fillet recipe’ for the public to see. 

Creatively conceived and executed by Havas London, the special build sits at the heart of a wider multi‑channel global campaign designed to remind families and fans why the Fish Finger remains one of the UK’s most recognisable and enduring household staples.

Running across social, online, radio, OOH, AV and in‑store - with media handled by Zenith - the campaign highlights the versatility and great taste of Birds Eye’s new Fish Fingers.

Claire Sutton, Marketing Director at Birds Eye said: 

“Fish Fingers are a true Birds Eye icon, so when we chose to elevate them, it had to be done properly. This upgrade represents a major investment in what matters most– unbeatable taste, trusted ingredients, and the flexibility to work across every mealtime. Our new campaign puts those improvements front and centre, reminding people why Birds Eye Fish Fingers have earned their place at the nation’s table.”

 

Nick Rowland from Havas London added:

"We wanted to give Birds Eye’s fish fingers the kind of epic, joyful treatment they deserve – hero'ing the irresistible new crunch while reminding people why they’ve loved this product for decades. The special‑build OOH was our chance to turn that feeling into something undeniable in the real world. When a fish finger literally breaks out of a billboard, you can’t help but look up.’’

 

The campaign is part of Nomad Foods’ wider master brand campaign ‘That’s a recipe for a life well fed’, which was launched by Birds Eye in August of last year, and encapsulates the brand’s desire to nourish lives, by creating and providing great-tasting food that’s full of goodness and brings people together.

The campaign is live from today in the UK, with rollout across Europe to follow.