Free The Bird

The iconic Bluebird penguin first waddled onto Kiwi screens in the 1980s, quickly becoming a beloved symbol of good vibes and even better chips.

But over time, the buzz faded, so we brought it back.

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Enter 'Free the Bird' - a bold campaign reminding Kiwis there's never a wrong time to open a bag of Bluebird chips. Whether you’re celebrating, chilling, or just snacky, Bluebird’s got you.

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To tap into the nostalgia, we used the classic anthem Don't You (Forget About Me), reigniting love for Bluebird and putting the penguin back in the spotlight.