London treated to revival of cheeky Big Mouth Billy Bass marketing campaign

U.K. seafood brand LEAP has brought back an advertising icon of the 2000s as part of its largest campaign to date, aimed at getting the British public to eat more wild-caught fish.

Big Mouth Billy Bass, a wall-mounted fish that lip-syncs songs and has been featured in several TV shows and movies, is back, but this time, it’s in giant animatronic form outside Waterloo – the United Kingdom’s busiest railway station – extolling the taste benefits of consuming wild-caught fish.

Created in partnership with media and entertainment group GlobalSinging, the specially built Big Mouth Billy Bass billboard has the famous fish singing “Take the LEAP,” a new song that is also part of the brand’s first national TV advertising campaign. 

LEAP’s two-week Waterloo campaign complements 16 other billboards displaying the messaging of the New England Seafood-owned brand. According to New England Seafood Head of Marketing Lisa Cowell, the campaign aims to put wild salmon “front and center” in consumers’ minds, with the hope to ... 

Photo courtesy of LEAP