Can This Spot Succeed in Making Us Emotional About Frozen Peas?

A Beautiful Film From Birds Eye Charts Their Journey From Field to Table

Published On
Nov 15, 2016

Editor's Pick

Frozen peas may not be perceived as the most exciting of foods, but Birds Eye is attempting to make its U.K. audience feel emotional about them in its new campaign, the first work to come out of Grey London for the frozen food brand -- and the first spot for the product in five years.

Directed by Academy's Marcus Söderlund and feauturing an original soundtrack, "Let There be Light," by composer Joseph Alexander, the film focuses on the peas' journey from field to farm to plate, with shots of farmers lovingly tending the pea crops, examining the first shoots and finally picking them before they land on a family's plates. It's all very beautiful and lyrical, with glorious green landscapes providing a stunning backdrop to the story of how peas reach our tables.

The campaign reflects a shift by Birds Eye in its marketing strategy to tap into the latent love that consumers have for its iconic products.


Nov 15, 2016
Agency :
Brand :
Birds Eye
Client :
Birds Eye
Executive Creative Director :
Dom Goldman
Executive Creative Director :
Vicki Maguire
Group Creative Director :
Sue Higgs
Creative Director :
Andy Lockley
Creative Director :
Matt Doman
Copywriter :
Pete Gatley
Executive Producer :
Emma Fasson
Producer :
Elaine Coyle
Planning Director :
Amelia Redding
Account Team :
Jeremy Pyne
Account Team :
Camilla Ashenhurst
Account Team :
Ryan Lacey
Account Team :
Fay Taylor
Production Company :
Academy Films
Director :
Marcus Söderlund
Director, Production :
Daniel Takács
Production Company Producer :
Madb Riordan
Editor :
Editor :
Thomas Grove Carter
Post Production :
Electric Theatre Collective
Post Producer :
Josh Robinson
Colorist :
Lewis Crossfield
Soundtrack Composer :
Joe Alexander
Soundtrack :
Let There Be Light
Music Production :
Wake The Town
Audio Post Production :
Wave Sound Studios
Sound Engineer :
Jack Sedgwick
Sound Engineer :
Ed Downham
Senior PR Manager :
Ollie Dearn

Need a credit fix? Contact the Creativity Editors

Project Type