Live a ‘life well fed’ through new Birds Eye campaign
FROZEN food brand Birds Eye has launched its new masterbrand campaign ‘That’s a Recipe for a Life Well Fed’, which aims to celebrate the versatility and convenience of the frozen food category.
The campaign brings Birds Eye’s brand purpose to life through a series of playful and relatable recipes that pairs Birds Eye products together with everyday moments. This includes creations such as “Pea-fect Pappardelle” to the “Waffly Versatile Cottage Pie”, offering shoppers quick and easy meal options after a long day.
The creative dives into the versatility, health benefits and taste of the Birds Eye range and reaffirms the brand’s ambition to make mealtimes better with the goodness of frozen food.
Backed by a multi-million pound investment, the new campaign will span across TV, social media, out-of-home and in-store activations.
And the new campaign launch comes at a hot time for the frozen food category. According to Nomad Foods’ Frozen in Focus report, around 67% of UK adults now recognise that frozen food can be just as nutritious as fresh and 60% say they can’t live without their freezer.
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 where frozen food isn’t just about convenience anymore – it’s about confidence, creativity, care and quality.
“It’s about celebrating the everyday magic of mealtimes, where nourishment meets connection, and frozen food plays a starring role. We’re here to show that frozen food is that modern, nutritious, and sustainable choice which really fits in with how we live today – and we’re excited to be leading the way in showcasing the category’s potential.”
