"‘An eye for good’ is about sharing how we aim to nourish from planet to plate."
Australian frozen food brand Birds Eye has launched its new masterbrand platform, “An eye for good”, which highlights the brand's sustainable work.
Developed by Wunderman Thompson and produced by Austin Studio, the launch campaign sees a pair of hands descend onto a Tasmanian farm, where they cultivate the land in the same way they’d cook a meal – from ploughing rows of soil with a fork to using a seed silo like a pepper shaker.
Melanie Wiese, chief strategy officer at Wunderman Thompson, said: “We loved helping Birds Eye showcase the soul of their icon brand.
"Simplot and the Birds Eye brand are making an important contribution to Australia’s farms and tables that benefits all of us.
"Smarter thinking and more sustainable farming mean we can continue enjoying delicious, nourishing food and still manage the household budget when your kids return for seconds.”
João Braga, chief creative officer at Wunderman Thompson, said: “We wanted to show Aussies that Birds Eye put the same care into growing our food as they do into cooking theirs – and then bring it to life with an execution that felt as wholesome as a Birds Eye home-cooked dinner.”
Katie Saunders, general manager marketing at Simplot, said: “The campaign is a critical next chapter for Birds Eye as it provides an opportunity for the brand to communicate about the actions we are continuing to undertake to build a more sustainable future, and we know this is important to our customers and consumers.
"‘An eye for good™’ is about sharing how as a brand, we aim to nourish from planet to plate, respect the earth’s resources across land, sea and air, and produce high-quality food to support farmers, communities and families all over Australia and New Zealand.”
The campaign launched on February 12 and spans OOH, print, social, OLV and TV – with the launch film to be followed by a second commercial that focuses on Birds Eye’s responsibly sourced fish.
CREDITS
Client: Birds Eye (via Simplot)
General Manager – Marketing: Katie Saunders
Head of Brand Communications & Digital: Leanne Pearce
Marketing Manager: Jessica Romeo
Marketing Manager: Kate Livingstone
Brand Communications Manager: Liza Friedman
Content Manager: Leigh Wijesinghe
Creative agency: Wunderman Thompson
Chief Strategy Officer: Melanie Wiese
Chief Creative Officer: João Braga
Managing Director: Nick Muncaster
Head of Production: Alistair Pratten
Associate Creative Director: Jack Elliott
Associate Creative Director: Lachlan Newham
Designer & Studio Artist: Sarah Cameron
Senior Producer: Luisa Peters
Senior Producer: Miryana Velyanovski
Business Director: Sarah Horder
Account Director: Eleanor Henry
Account Manager: Hayley Gaffney
Media agency: OMD Managing Partner: Sharon Cookson
Business Director: Laura Nathan Strategy Director: Catherine Rewha Rewha Account Director: Michael Gregory Account Manager: Charlotte Eastman Account Executive: Thomas Foley Trading Director: Kate Noon Trading Manager: Danielle Henning
Trader: Spencer Egan-Tanner
Trader: Kailam Dirckze Media Assistant: Jude Islip Activation Account Director: Farzana Udgani Activation Executive: Sherwin Lee
Production: Austin Studio
Executive Producer: Celia Nicholas
Director: Toby Morris
Post Production: Fin Design + Effects
