Birds Eye has revealed the face of its new Captain as part of an £8 million advertising campaign.
The famous Captain Birds Eye has been given a face-lift in the form of 56-year-old Riccardo Acerbi.
The Italian born actor is set to replace Mitch Commins, 68, who took the role less than two years ago.
The new Captain will make his television debut at 6.45pm tonight on Channel 4. The ad is expected to see Captain Birds Eye jumping into the sea with his grandchildren, before tucking into a plate of fish fingers.
It has been claimed that the new face of the Captain comes as the company aims to make the character more contemporary.
Steve Challouma, Birds Eye marketing director, said: “Captain Birds Eye has always been a trusted brand icon, with a passion for great quality fish and maritime adventure.”
Mr Acerbi is said to have gone through a rigorous audition process before being awarded with the coveted role.
His affinity for water sports including sailing and canoeing, equipped him with the necessary seafaring qualities, Birds Eye bosses said.
Unlike his predecessor, the 56-year-old also doesn’t suffer from seasickness.
A Birds Eye spokesman said: “With almost 35 years’ experience in front of the camera, Riccardo nabbed the role following a rigorous audition process at which he impressed Birds Eye with his genuine approach to portraying the Captain and love of the sea.”
He is not however the first young Captain to grace our screens.
Thomas Pescod took on the role in 1998 at the age of just 31. The move was less than a hit and Captain Birds Eye disappeared from our screens for nearly 15 years.
The original Captain Birds Eye, John Hewer, appeared on our TV screens between 1967 and 1998. He died in 2008, aged 86.
Article Source : http://www.telegraph.co.uk/news/2018/01/08/birds-eye-reveal-new-italian-born-captain/