Can This Spot Succeed in Making Us Emotional About Frozen Peas?
A Beautiful Film From Birds Eye Charts Their Journey From Field to Table
Nov 15, 2016
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 SÃ¶derlund 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.