# Customer-Featuring Seafood Packaging Birds Eye is Replacing Its Captain Mascot with a New Face By Laura McQuarrie | Published 2020-07-10 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/birds-eye-seafood-packaging References: [campaignlive](https://www.campaignlive.co.uk/article/birds-eye-unveils-competition-winner-will-place-captain-packaging/1688896) & [birdseye](https://www.birdseye.co.uk/) For the first time ever, [Birds Eye](https://www.trendhunter.com/trends/birds-eye-2) is replacing the iconic captain mascot on its [seafood packaging](https://www.trendhunter.com/trends/frozen-seafoods) with an image of one of its customers. For a limited time, 24-year-old Charlotte Carter-Dunn from Gloucestershire will be appearing on the brand's products, thanks to a competition about the best ways to use a freezer to cut back on both a grocery budget and food waste. The competition kicked off earlier this year with Iceland and it aimed to celebrate "the nation’s real-life household heroes." At a time when many people are extra conscious about keeping their pantries and freezers well stocked with food, the brand hopes that the [frozen tips](https://www.trendhunter.com/trends/nisa-freezer-deal) shared by household heroes will inspire shoppers to see how they can save both money and reduce waste in the kitchen. Image Credit: Bird's Eye ## Trend Insights (Trend Hunter) - Score: 1.7/10 - Popularity: 17% | Activity: 24% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### What Makes This Trend Stand Out - **Customer-featuring Packaging:** Birds Eye's decision to replace its captain mascot on seafood packaging with a customer's image reflects a growing trend of brands emphasizing the consumer experience. - **User-generated Marketing:** The competition that Birds Eye held to feature a customer on its packaging highlights the increasing importance of user-generated content in marketing campaigns. - **Sustainability and Cost-saving:** Birds Eye's focus on frozen tips to save money and reduce food waste aligns with the rising trends of sustainability and cost-saving in the food industry. ### Sectors Adopting This - **Food Packaging:** The customer-featuring seafood packaging strategy by Birds Eye suggests potential disruptive innovation opportunities in the food packaging industry. - **Marketing and Advertising:** The use of user-generated content in branding and marketing campaigns, as demonstrated by Birds Eye, presents opportunities for disruptive innovation in the marketing and advertising industry. - **Food Retail:** The promotion of frozen tips for saving money and reducing food waste by Birds Eye indicates potential disruptive innovation opportunities in the food retail industry. ## Related on Trend Hunter - [Fakeaway-Style Frozen Products](https://www.trendhunter.com/trends/birds-eye-2.md) - [Relaunched Meat-Free Food Brands](https://www.trendhunter.com/trends/birds-eye-green-cuisine-brand.md) - [Reimagined Gourmet Seafood Branding](https://www.trendhunter.com/trends/seafood-branding.md) - [Plant-Based Billboard Takeovers](https://www.trendhunter.com/trends/plant-based-billboard.md) - [Responsibly Sourced Fish Fillets](https://www.trendhunter.com/trends/responsiblysourced-fish-fillets.md) - [Takeout-Inspired Frozen Fries](https://www.trendhunter.com/trends/birds-eye-crispy-chips.md) - [Collaborative Air Fryer Campaigns](https://www.trendhunter.com/trends/birds-eye-and-tefal.md) - [Investor-Focused Seafood Brand Strategies](https://www.trendhunter.com/trends/dragons-den.md) - [Fakeaway Frozen Chicken Products](https://www.trendhunter.com/trends/birds-eye-chicken-shop-range.md)