FINDUS
Capitan Findus, an inimitable legend
FINDUS
Capitan Findus, an inimitable legend
Captain Findus takes the field to fight inflation
At the peak of inflation, Findus decides to cut the list price of its fish fingers. Through a unique survey highlighting Italians’ lasting affection for both the iconic product and its beloved symbol, Captain Findus, we shared the brand’s initiative with the media and stakeholders. But that’s not all. Unexpectedly, a giant statue of the Captain appeared in the heart of Milan—an engaging moment for consumers that helped spread the news and supported sales.
November 2023. Inflation in Italy reached its highest point and was affecting Italians' purchasing power. Food consumption was stagnating. In such a delicate moment for the country, Findus chose to stand by families by cutting the list price of its iconic product: Findus fish fingers. Our challenge was to support the brand in announcing this commercial initiative while ensuring a positive communication strategy that could engage consumers and drive sales, while avoiding any potential negative backlashes.
Who better than Captain Findus to launch the initiative? In March, after announcing the news with an exclusive interview in Il Sole 24 Ore, we organized an event to boost the campaign. Involving media and stakeholders, we unveiled a unique survey exploring the long-standing bond between Italians, fish fingers, and the Captain himself. To close the event, a surprise awaited our guests: the unveiling of a giant statue of Captain Findus, created in collaboration with Ad Store and Playmobil.
Within just a few days, the news made headlines across major online outlets and captured the hearts of consumers.
