Simplot Australia has launched its newest campaign,’Fresh From The Freezer’, its first for Birds Eye since acquiring the brand in September 2016.

Birds Eye’s new ambassadors are a pair of claymation ‘Spokes-peas’ who have escaped from their bag, and now live their lives in the freezer commentating on the arrivals and departures of Birds Eye’s latest product line.

The three short adverts directed by Jonny and Will feature flathead, barramundi and whiting in Birds Eye’s new ‘Fresh from the freezer’ frozen fish range. The Spokes-peas replace Birds Eye’s famous avian characters of a similar temperament from previous campaigns with the aim of introducing a new set of own-able assets for Birds Eye that Australians will embrace.

Eager for this campaign to redefine consumers’ attitudes toward freezer storage products, executive creative director for J Walter Thompson Melbourne Kieran Antil says “the fact is, the freezer has been considered a dumping ground for ‘back-up products’ and we wanted to breathe a little imagination and warmth into this remarkable space.”

The ‘Fresh from the freezer’ campaign is the latest in Simplot’s long partnership with JWT Melbourne. Says Suzanne Harman, marketing GM, Simplot Australia: ”Other brand platforms we’ve developed with JWT Melbourne have seen our brands deliver epic shifts in brand equity and awareness measures through Nielsen tracking, and sales results to match.”

“But, with this latest work for Birds Eye I feel that together we have finally cracked Simplot’s biggest brand challenge,” she says of consumer attitudes towards freezer storage products.

The ‘spokes-peas’ campaign is scheduled to be in market until the end of May, however Simplot has teased viewers to expect more from the ‘Spokes peas’ duo.