How to make the captain cool again

Captain Iglo – or Captain Birdseye as he’s known in the UK – still retains a certain charm even after 50 years of enticing families to fill their freezers with frozen fish and ‘Blubb’ spinach. But was Iglo past its sell-by-date or did the brand have more to offer in this crowded market?

Our ethnographic interviews and in-depth market research unearthed some fascinating nuggets of consumer insight that helped us develop innovative product concepts. We discovered that there were still some niches waiting to be filled and the consumer feedback looked promising.

Could the freezer become cool again? Aye captain.

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