Birds Eye has launched a major new masterbrand campaign as part of its ongoing evolution.

Created by Havas London, the multi-channel campaign is the first stage of a wider pan-European strategy from parent company Nomad Foods. It debuts in the UK before rolling out across Europe.

At its core is Birds Eye’s new mantra, ‘That’s a Recipe for a Life Well Fed’, reflecting the brand’s mission to provide great-tasting, nutritious food that brings people together.

Directed by Trevor Clarence and produced by Hunky Dory, the film features an original track by Soundtree Music, which will be used across all future Birds Eye brand campaigns. The launch spans TV, VOD, digital, social, OOH, and bespoke social content created by Prose on Pixels.

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. We’ve taken the everyday and made it epic, reframing frozen food from a backup fix to a first-choice source of goodness.

“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.”