Birds Eye has launched its new Masterbrand campaign: ‘That’s a Recipe for a Life Well Fed’.
Created by Havas London, the campaign is a celebration of frozen food and its “power to bring people together around tastier and more nourishing mealtimes”.
The campaign brings Birds Eye’s brand purpose to life through a series of “playful and relatable recipes” that pair Birds Eye products with everyday moments.
Backed by a multi-million-pound through-the-line investment, ‘That’s a Recipe for a Life Well Fed’ spans TV, social, out-of-home, and in-store activations. The campaign will debut in the UK before being rolled out across Europe by Birds Eye’s parent company, Nomad Foods.
The launch comes at a time when frozen food is enjoying a resurgence. According to Nomad Foods’ recently published ‘Frozen in Focus’ report, 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, reflecting the growing appreciation for the category.
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.”
