Clarence the polar bear is being axed by Birds Eye UK as owner Iglo Foods Group rolls out a new £60 million (€72.8 million/$100.5 million) Europe-wide marketing strategy, according to reports in The Grocer.
Brand-mascot Clarence -- voiced by film star Willem Dafoe in TV adverts – was introduced by Birds Eye in 2010 in a bid to generate more talk around the brand, and within months was credited with boosting customer awareness.
“He’s done a decent job, but we have a much bigger ambition now,” Birds Eye Iglo UK and Ireland managing director Andy Weston-Webb told The Grocer.
The
