A pantry full of penguins burst onto the scene in Bluebird’s latest campaign via DDB Aotearoa

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NZ’s cheekiest penguin is back with a new through-the-line campaign for the first time in over 10 years, Free the Bird, from Bluebird via DDB Aotearoa.


The iconic Bluebird penguin first burst onto TV screens in the 1980’s and has charmingly been encouraging good times over a bag of Bluebird chips since.

Free the Bird encourages Kiwis to give themselves permission to have fun by celebrating the little moments, sharing Bluebird chips with mates, no matter the day or time.

The recently released 45’ spot kicks off with a pantry full of penguins finding entertainment in household items, patiently awaiting their 2021 debut. Suddenly the pantry doors open, light floods in and the iconic Bluebird penguin waddles back onto Kiwi screens.

The army of fun-enablers make a grand entrance at a classic Kiwi BBQ with Bluebird chips in tow – the crowd gather and the good times start.

Says Hilary Young, marketing manager, Bluebird Food: “From beaching to BBQing, on a roadie or picnicking with friends, Bluebird has always been there for Kiwis giving us an instant weekend-fun feeling. The Bluebird penguin is integral to the Bluebird brand – the penguins’ light heartedness, fun character and ability to not sweat the small stuff represents just how we feel when we crack open a packet of Bluebird chips. We are thrilled to reintroduce the Bluebird penguin to Kiwis.”

Says Gary Steele, executive creative director, DDB NZ: “Free the Bird has allowed us to reintroduce the Bluebird penguin in an exciting and modern way. We wanted to give Kiwis the opportunity to Free the Bird and crack into a packet of Bluebird chips across every possible moment, releasing the fun for everyone.”

Bluebird’s Free the Bird is available via TV, cinema, OOH, digital/web, social media, radio and instore.


Head of Marketing NZ: Hilary Young
Brand Marketing: Patricia Da Silva

Creative Agency: DDB Aotearoa
Chief Creative Officer: Damon Stapleton
Executive Creative Director: Gary Steele
Creative Director: Brad Collett
Senior Creative: Paul Kim
Senior Creative: Graeme Clark
Lead Business Partner: Kate Lines
Business Director: Haylee Killip
Business Manager: Toni Guy
Business Manager: Bambi Villacruz
Executive Planning Director: Lucinda Sherborne
Executive Producer: Judy Thompson
Lead Integrated Producer: Charlotte Glennon
Production Company: Wabi Sabi
Executive Producer: Dan Higgins
Director: Fernando Hart
DOP: Andrew Stroud
Post Production Company: Flux
Post Director: Laban Dickinson
General Manager – Joshua Forsman
Editor: Alex O’Shaughnessy

Music Licensing: Jonathan Mihaljevich, Franklin Road
Music Arrangement: Peter van de Fluit, Liquid Studios
Music and Sound Producer: Tamara O’Neill, Liquid studios
Sound Design: Craig Matuschka, Liquid Studios