Birds Eye reframes frozen in cinematic new campaign

Birds Eye has unveiled a new Masterbrand campaign, That’s a Recipe for a Life Well Fed, marking a creative reset for the UK’s leading frozen food brand. Created by Havas London, the multi-channel, through-the-line initiative launches in the UK before rolling out across Europe as part of a wider pan-European strategy from parent company Nomad Foods.

The campaign repositions frozen food from a convenience choice to a proud, first-choice source of nutrition, celebrating Birds Eye products from vitamin-rich peas to protein-packed chicken dippers. The hero film, shot in a mock-heroic style by director Trevor Clarence through Hunky Dory, transforms everyday family moments into cinematic scenes of “well-fed achievement.”

The work debuts a new Birds Eye visual identity, with an evolved typeface and refreshed colour palette, and features a bespoke master track from Soundtree Music that will run across all future brand campaigns. Additional social-first content, produced by Prose on Pixels, complements TV, VOD, OOH and digital placements, with media handled by Zenith. Retail marketing specialists Field Day delivered shopper and point-of-sale materials.

Claire Sutton, marketing director, Birds Eye UK & Ireland: “This campaign is our creative reset. That’s a Recipe for a Life Well Fed isn’t just a tagline, it’s a manifesto for modern mealtimes. We’ve reframed frozen food from a backup fix to a bold, first-choice source of goodness — one cinematic pea at a time.”

Vicki Maguire, chief creative officer, Havas London: “This campaign flips the script on fresh vs frozen by celebrating what really happens around the dinner table — the laughter, the chaos, the fight for the last fish finger. Frozen food can be just as joyful, just as central to modern family life.”

The campaign follows Nomad Foods’ appointment of Havas as pan-European strategic and creative agency in late 2024, covering brands including Birds Eye, Findus, iglo, and Aunt Bessie’s across six regional marketing clusters.

www.birdseye.co.uk

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