UK consumers increasingly judge food products on their health and nutrition credentials owing to soaring obesity levels and endless food scares in the media. The image of frozen food is out of step with these health trends as it continues to be seen as old-fashioned and over-processed. Birds Eye needed to communicate frozen food's benefits over fresh and chilled food to become the preferred option for shoppers. However, brands that are seen to lack relevance are easily ignored, so we needed a campaign that stood out. The creative brief was to position frozen food as the 'gold standard' in food with such impact that the message would be inescapable.
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