Frozen food giant Birds Eye is set to axe its beloved advertising figurehead Captain Birdseye after nearly five decades.
The jolly sea captain has long graced Britain's television screens as the face of products such as fish fingers and frozen peas. But the firm is launching a new £16million advertising campaign without its famous mascot in a bid to appeal to a younger generation.
Captain Birdseye - whose catchphrase was 'Only the best for the Captain's table' - first appeared in the company's adverts in 1967, played by actor John Hewer.
He was an avuncular sailor who helped convince the public that Birds Eye's products went straight from the sea to the freezer.
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