Give peas a chance, says Birds Eye, in fresh OOH push

Frozen food brand Birds Eye is aiming to champion what it claims is the unsung hero of the British dinner table, with a new OOH home campaign designed to put peas into the spotlight.

The push is part of Nomad Foods’ wider masterbrand platform for Birds Eye, “That’s a Recipe for a Life Well Fed”, which was devised by Havas London and first aired last year.

It is aimed at repositioning frozen food from just convenient to a nutritious, sustainable choice, highlighting products as “recipes” for easy, healthy, and high-quality family meals.

The campaign showcases the versality of the nation’s favourite peas – highlighting the many simple ways they can elevate everyday meals.

The “playful” creative fills the escalator ribbons with a cascade of peas, creating a vibrant and unmistakable visual for commuters – a fun reminder of just how central peas are to the nation’s meal times.

Creatively conceived by Havas London, with production from Prose on Pixels and media from Zenith Media, the work was commissioned by Birds Eye cluster marketing manager for pots and brand partnerships Andy Dale and overseen by Havas European creative director Nick Rowland.

It will run across OOH, DOOH, PVOD and escalator ribbons on some of the London Underground’s busiest sites, including Tottenham Court Road and Waterloo.

Havas was appointed to the €75m Nomad Food account in November 2024; the brief spans brands including Birds Eye, Findus, iglo, Aunt Bessie’s and more, across its six marketing clusters: the Adriatics; DACH; France, Belgium and The Netherlands; the Nordics; Southern Europe; and the UK & Ireland.