Frozen food firm Birds Eye has launched a new masterbrand campaign for the first time in a decade, marking what it calls “a significant step in its brand evolution.”

Developed in partnership with creative agency Havas London in its first campaign for the Nomad Foods-owned brand, the campaign is set to run initially in the UK before a wider, pan-European roll-out.

Intending to signal a departure from more traditional frozen food advertising, the work will be centred around the new mantra: ‘That’s a Recipe for a Life Well Fed’, and will be anchored by a 40-second spot.

“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 taken the everyday and made it epic, reframing frozen food from a backup fix to a first-choice source of goodness,” said Claire Sutton, marketing director at Birds Eye UK and Ireland.

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“With Havas, we’ve built a platform that’s bold, warm, and unapologetically proud of the freezer aisle. It’s time frozen food was truly recognised for the quality, value, and goodness it brings to the table and Birds Eye is leading the charge, one cinematic pea at a time.”

Breaking today (11 August), the campaign will run across TV, video-on-demand, digital and social media, alongside wider campaign activity across out-of-home and online. Media planning and buying was handled by Zenith UK.

Vicki Maguire, chief creative officer at Havas London added: “This campaign flips the script on fresh v frozen by celebrating what really happens around the dinner table – the laughter, the chaos, the comfort.

“The fight for the last fish finger or chicken dipper. We wanted to show that frozen food can be just as joyful, just as meaningful, and just as central to modern family life as anything else that happens in the home.”