Birds Eye went all out in a campaign for frozen food this year, investing £21m and hiring TV restaurant critic Richard Johnson to explain to consumers that frozen means as fresh as you can get. The campaign, which has an informative rather than patronising tone, showed Johnson visiting a range of places, including a fish market, getting feedback from a range of people about why the freezing process is so important. It has undoubtedly benefited the entire frozen category this year and has encouraged

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