Findus launches “The Captain’s treasure hunt”, the new competition dedicated to Fish Fingers

Findus has launched “The Captain’s treasure hunt”, the new consumer promotion dedicated to Fish Fingers, running until 28 February 2027.

The protagonists of the hunt are 5 special golden fish fingers, hidden inside the same number of packs. The lucky consumers who manage to find them will win a voucher worth 5.000 euros each, to use to purchase prizes of their choice, in accordance with the rules and regulations.

How to enter

Entering the competition is easy: simply purchase a pack of Findus Fish Fingers containing 12 or 15 pieces and displaying the competition advertising on the outside. Consumers who find the golden fish finger will win one of the 5 vouchers worth 5.000 euros offered as prizes, plus a 10-euro shopping voucher valid for the purchase of all Findus Fish Fingers products. The ticket inside the winning fish finger must be kept and sent to claim the prize by no later than 31 March 2027.

The integrated campaign

The golden fish finger is not only the treasure to be found in the new initiative from Captain Findus, but also reflects a tasty new development concerning the iconic product loved by generations. Captain Findus Fish Fingers now come with a new, brighter golden-coloured coating, even crispier thanks to a further improved recipe designed to provide a unique experience with every bite.

“Even crispier! Approved by the Captain”: this is the claim of the new campaign, created by Havas Uk and Havas Italy with production by Hogarth Uk, on air with a plan across TV, CTV, social media and digital to tell consumers about the tasty new development. From 4 October, the advert will be expanded with an end tag dedicated to the promotion “The Captain’s treasure hunt”, inviting viewers to look for the special golden fish finger in the promotional packs and try to win the prize.

Findus returns to Lucca Comics & Games

The new Fish Fingers with golden coating will also be featured at the next edition of Lucca Comics & Games, taking place from 28 October to 1° November 2026, where Findus returns, following last year’s debut, with a series of dedicated activations. A new event centred on adventure and discovery, which will bring the Captain and his world within Lucca’s walls, involving the public in an experience once again full of surprises.
The agencies Ad Store (for the concept and organisation of the activations in Lucca) and Inc Pr Agency (for press office activities) are collaborating on the project.

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.