Frozen food brand, Birds Eye, has today (11 August) launched a new masterbrand campaign, entitled That’s a Recipe for a Life Well Fed.
The campaign is described as “a celebration of frozen food and its power to bring people together around tastier and more nourishing mealtimes,” and brings Birds Eye’s brand purpose to life through a series of recipes.
Backed by a multi-million-pound investment, the new campaign spans TV, social, OOH and in-store activations - reinforcing Birds Eye’s ambition to make mealtimes better with the goodness of frozen food. It will debut in the UK before being rolled out across Europe.
The launch comes at a time when frozen food is enjoying something of a cultural resurgence. According to supplier Nomad Foods’ recently published Frozen in Focus report, 67% of UK adults now recognise that frozen food can be just as nutritious as fresh, while 60% say they can’t live without their freezer, reflecting the growing appreciation for the category and role it can play in supporting healthy, sustainable diets.
Claire Sutton, marketing director at Birds Eye UK & Ireland, said: “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’re here to show that frozen food is a modern, nutritious and sustainable choice which fits in with how we live today - and we’re excited to be leading the way in showcasing the category’s potential.”
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