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Birds Eye has released a TV campaign as part of its £60 million European brand repositioning. The spot is the first by Havas Worldwide London since it was appointed to the account in November last year. It shows fish fingers and peas being served for dinner in a home as family members – whose faces we never see – chat and joke. Iglo Group, the owner of Birds Eye, is hoping that the wider "food of life" campaign will change the perception of frozen food as a fallback choice for dinner. The work was written and art directed by Gerry Moira, Paul Burke and Phil Beaumont, and directed by Ed St Giles through The Sweet Shop. Post-production was handled by The Mill.