Birds Eye, the leading retail frozen food brand in the United Kingdom, has launched its new Masterbrand campaign, themed: “That’s a Recipe for a Life Well Fed.” Created by Havas London, it is framed as a celebration of frozen food and its power to draw people together around tastier and more nourishing mealtimes.
The public relations campaign brings Birds Eye’s brand purpose to life through a series of playful and relatable “recipes” that pair 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 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 is debuting in Britain, before being rolled out across Europe by the brand’s parent company, Woking, England-headquartered 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% of UK adults now recognize 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 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.”
Vicki Maguire, chief creative officer at Havas London, added “The challenge set to us was clear: reframe frozen food from being a convenient fallback to a source of everyday nourishment and driver of emotional connections.
“We wanted to create a platform that feels as warm and authentic as the food Birds Eye puts on the table. This campaign is about more than just what’s on the plate, it’s about the meaningful moments we share around it, a celebration of emotional connections fueled by food.”
With six core categories and 111 different products, many available in multiple sizes and stocked across most major food retail food stores throughout Britain, Birds Eye is well positioned to meet the needs of modern households – whether it’s fish fingers for family dinners, steam-fresh vegetables for busy weeknights, or flavor-packed chicken for midweek meals.
