Birds Eye cracks open giant Fish Finger OOH installation in London

Birds Eye UK & Ireland has unveiled a larger-than-life out-of-home installation in London to promote the relaunch of its iconic Fish Fingers, now positioned as the “crunchiest ever.” 

Created by St Marks Studios in collaboration with Havas Media UK, Zenith, OLIVER and BUILDHOLLYWOOD, the campaign transforms a traditional billboard into a dramatic visual demonstration of the product’s new ultra-crispy texture. 

The special build installation features an oversized 2D Fish Finger snapped clean in half across the centre, recreating the satisfying crunch associated with the new recipe. Extending beyond the billboard surface, the execution uses cracked structural detailing and shockwave effects running into the pavement below, giving the illusion that the Fish Finger has physically burst apart from impact. 

Built around the line “Our Crunchiest Fish Finger Ever,” the campaign uses scale and disruption to translate a sensory food experience into a highly visual outdoor moment. 

Rather than relying solely on product imagery, the installation turns texture itself into the hero of the campaign. The exaggerated split structure and realistic crumb detailing are designed to make the product feel tactile even within a static outdoor environment.