{"id":8158,"date":"2025-04-01T03:47:12","date_gmt":"2025-04-01T07:47:12","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/04\/01\/aw-throwback-clarence-the-polar-bear-birds-eye\/"},"modified":"2025-04-01T03:47:12","modified_gmt":"2025-04-01T07:47:12","slug":"aw-throwback-clarence-the-polar-bear-birds-eye","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/aw-throwback-clarence-the-polar-bear-birds-eye\/8158\/","title":{"rendered":"AW Throwback: Clarence the Polar Bear (Birds Eye)"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Heather Taylor, Editor-in-Chief, PopIcon<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Fans of the frozen food company <a href=\"https:\/\/www.birdseye.co.uk\/\" target=\"_blank\" rel=\"noopener\">Birds Eye<\/a> may recall there was a time when the brand had another mascot that wasn\u2019t the pioneering Captain Birds Eye. The mascot\u2019s name was Clarence, and he was a polar bear that lived inside your freezer.<\/p>\n\n\n\n\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2025\/03\/clarence_birds_eye.png\" alt=\"\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Clarence made his introduction in 2010 in a Birds Eye advert titled \u201cWe\u2019re Only Content With 100%.\u201d He was named after Clarence Birdseye, the founder of Birds Eye. The puppet was designed and fabricated in-house at <a href=\"https:\/\/asylumsfx.com\/\" target=\"_blank\" rel=\"noopener\">Asylum Models &#038; Effects Ltd.<\/a> by Lee Sutton, Asylum puppet designer.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Not Your Typical Frozen Foods Mascot<\/strong><\/h2>\r\n\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2025\/03\/clarence_puppet_birds_eye_illustrations.jpg\" alt=\"\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Clarence possesses many attributes that could make him be considered extremely adorable in any other context. He\u2019s a cute polar bear who lives in your freezer and recommends various frozen Birds Eye foods for dinner.<\/p>\n\n\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\nhttps:\/\/www.youtube.com\/watch?v=ujIOpK6CA-Q\n<\/div><\/figure>\n\n<p class=\"wp-block-paragraph\">But Clarence wasn\u2019t built like other brand mascots. He didn\u2019t greet you with a smile, giggle, or have a catchphrase about delicious Birds Eye foods. Voice by actor Willem Dafoe, Clarence tended to greet the head of household by name when they opened the freezer door. He maintained unrelenting eye contact as he detailed the reasons why you should cook and eat Birds Eye foods in the freezer. In one advert, he tells Clive that Birds Eye crispy chicken dippers are made with 100% chicken breast \u2014 something Birds Eye competitors probably couldn\u2019t say with certainty.<\/p>\n\n\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Birdseye Polar Bear - Peas\" width=\"1240\" height=\"698\" src=\"https:\/\/www.youtube.com\/embed\/h9_fYP72HJk?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n<p class=\"wp-block-paragraph\">Another ad features Clarence getting choked up about Birds Eye field fresh garden peas. Why should you eat these peas, according to Clarence? They\u2019re so tender once they thaw out, it will bring a tear to your eye.<\/p>\n\n\n\n\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2025\/03\/clarence_birds_eye_2.png\" alt=\"\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">His recommendations were always spot-on, but his delivery was strange. Clarence liked to remind the various heads of household that he was watching them or simply not to be a stranger to visiting the freezer the next time they needed a meal.<\/p>\n\n\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Birdseye Polar Bear - Catch Fresh\" width=\"1240\" height=\"698\" src=\"https:\/\/www.youtube.com\/embed\/6nZZMQdDWDA?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n<p class=\"wp-block-paragraph\">Clarence, on occasion, would leave the freezer. In 2011, he jetted off to the Amalfi Coast to persuade a tourist named Janice to dine on Birds Eye emperor king prawns. They\u2019re fresh, you see, so your holiday never has to come to an end.<\/p>\n\n\n\n\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2025\/03\/clarence_puppets_birds_eye.jpg\" alt=\"\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">According to Asylum, Birds Eye used Clarence for so many shoots that they worried about only having one polar bear puppet. Another two puppets were made to be used throughout the campaign\u2019s duration. Steve Clark and Lynn Robertson Bruce acted as puppeteers for Clarence.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">After four years, Birds Eye wrapped up the campaign with Clarence in 2014. And here we are, some 11 years later ahead of Advertising Week Europe 2025 revisiting it as a throwback.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Seeing the way brands are increasingly putting their mascots front and center on social media \u2014 Duolingo\u2019s <a href=\"https:\/\/www.tiktok.com\/@duolingo\/video\/7475442755448212779?is_from_webapp=1&#038;sender_device=pc&#038;web_id=7461087192896095790\" target=\"_blank\" rel=\"noopener\">Duo dying and coming back to life<\/a> on TikTok, influencer Ashton Hall\u2019s morning routine with Saratoga Water being parodied by the <a href=\"https:\/\/www.instagram.com\/p\/DHrTQjQpN9-\/?hl=en\" target=\"_blank\" rel=\"noopener\">Kool-Aid Man<\/a> and <a href=\"https:\/\/www.instagram.com\/p\/DHweE-2u4lB\/?img_index=1\" target=\"_blank\" rel=\"noopener\">Pillsbury Doughboy<\/a> (among more characters!), and Carvel\u2019s Fudgie the Whale revealing he\u2019s an \u201c<a href=\"https:\/\/www.tiktok.com\/@carvel\/video\/7483518834444455214?is_from_webapp=1&#038;sender_device=pc&#038;web_id=7461087192896095790\" target=\"_blank\" rel=\"noopener\">innie<\/a>\u201d \u00e0 la Apple TV+\u2019s <em>Severance<\/em> \u2014 gives us an idea. Wouldn\u2019t it be brilliant if Clarence made a cameo on the Birds Eye\u2019s social media accounts?<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Think about it, Birds Eye. Clarence is ready to make his return.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Image credits: Asylum Models &#038; Effects Ltd.<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>About the Author<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Heather Taylor is the senior writer and editor-in-chief of PopIcon, Advertising Week\u2019s blog about brand mascots. Got a pitch on brand mascots or want to wax nostalgic about characters? Drop her a line at <a href=\"mailto:howveryheather@gmail.com\">howveryheather@gmail.com<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Fans of the frozen food company Birds Eye may recall there was a time when the brand had another mascot that wasn\u2019t the pioneering Captain Birds Eye. The mascot\u2019s name was Clarence, and he was a polar bear that lived inside your freezer.<\/p>\n","protected":false},"author":7,"featured_media":8159,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[15],"topics":[2],"class_list":["post-8158","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-popicon","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>AW Throwback: Clarence the Polar Bear (Birds Eye) | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/aw-throwback-clarence-the-polar-bear-birds-eye\/8158\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"AW Throwback: Clarence the Polar Bear (Birds Eye)\" \/>\n<meta property=\"og:description\" content=\"Fans of the frozen food company Birds Eye may recall there was a time when the brand had another mascot that wasn\u2019t the pioneering Captain Birds Eye. 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