Highlights
- The new campaign draws on Birds Eye’s purpose to make mealtimes better with the goodness of frozen food
- With 67% of people in the UK recognising that frozen food is as nutritious as fresh, Birds Eye is championing the category as a key source of health and nutrition
- Birds Eye is the first Nomad Foods brand to launch the new Europe-wide campaign platform
Frozen food brand Birds Eye launches its new Masterbrand campaign today, titled “That’s a Recipe for a Life Well Fed”, 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. From "Pea-fect Pappardelle" enjoyed with the kids to “Waffly Versatile Cottage Pie” offering a quick, easy and nutritious meal after a long day, the creative dives into the versatility, health benefits and exceptional taste of the Birds Eye range.
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 – reinforcing Birds Eye’s ambition to make mealtimes better with frozen food. 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 cultural resurgence. According to Nomad Foods’ recently published Frozen in Focus report, 67 per cent of UK adults now recognise that frozen food can be just as nutritious as fresh and 60 per cent 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.
“This campaign is our creative reset,” said Claire Sutton, Marketing Director at Birds Eye UK & Ireland. “’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.”
With six core categories and 111 different products, many available in multiple sizes and stocked across most major food retailers nationwide, Birds Eye is uniquely positioned to meet the needs of modern households - whether it’s fish fingers for family dinners, steam-fresh veg for busy weeknights, or flavour-packed chicken for midweek meals.