The new campaign for Birds Eye foods, from BBH, is brilliant. The campaign is attempting - I believe successfully - nothing less than a complete re-framing of the public's attitude towards frozen food.

The gist of it is that far from being unhealthy and full of preservatives, frozen foods are actually healthier than fresh foods, because they come to you naturally preserved, rather than deteriorating over a period of days before they reach you, like 'fresh' food.

A campaign like this, which can change the eating habits of a nation, in the service of creating greater sales for a brand, is basically... the holy grail.

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