Birds Eye has kicked off a major new campaign, That’s a Recipe for a Life Well Fed, positioning frozen food as a nutritious and sustainable choice for family mealtimes.

Created by Havas London, the campaign pairs Birds Eye products with everyday “recipes” from ‘Pea-fect Pappardelle’ with the kids to ‘Waffly Versatile Cottage Pie’ after a long day, highlighting convenience, taste and health benefits.

Backed by a multi-million-pound investment, the activity spans TV, social, outdoor and in-store, debuting in the UK before rolling out across Europe under parent company Nomad Foods.

It comes as new data from the frozen food giant shows 67% of UK adults now believe frozen food is as nutritious as fresh, and 60% say they can’t live without their freezer.

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Marketing director Claire Sutton called the work a “creative reset”, saying it reflects a shift from frozen being “just about convenience” to “confidence, creativity, care and quality”.

Sutton 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 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 – and we’re excited to be leading the way in showcasing the category’s potential.”

Last year, Birds Eyelaunched a new creative platform alongside a multichannel campaign for its new Steamfresh range of healthy meals.