It is the first time Birds Eye has stepped away from a masterbrand strategy in over 10 years, in a bid to mirror the way consumers are shopping in frozen food by category rather than brand.
The new approach comes after Birds Eye's owner, Nomad Foods, picked Grey London to be its lead creative agency across Europe after a competitive pitch. Havas London previously handled the account for three years.
Birds Eye will launch three product-focused campaigns in the next three months, with further activity pencilled in for next year.
Launching on Monday, 5 September, a new above-the-line campaign for its fish fingers will see the first fully dedicated Captain Birdseye TV ad in over a decade, following his cameo in an ad earlier this year.
Birds Eye is also launching the first TV ad in four years for peas in October, which is designed to drive awareness in the run-up to Christmas with an emotive spot that will celebrate 70 years of the brand producing the vegetable.
Then in November the brand will launch an ad for its premium Inspirations range, which will target the younger "pre-family" audience in an effort to reinvigorate the adult dining category.
In 2017, new campaigns will launch for other coated fish and poultry products.
Grey London will handle the Nomad Foods' creative advertising across its major European markets. This includes working on Birds Eye in the UK, Iglo in Germany and Findus in Italy.
Nomad Foods bought both the Iglo Group and Findus businesses last year. It bought the Iglo Group in a deal worth €2.6 billion (£2.1 billion) from previous owner Permira, which retains a nine per cent stake in the new company. Nomad Foods now has the biggest share of the frozen food market in Europe.
Steve Chantry, marketing director at Birds Eye, said: "This is genuinely the biggest shift in how we advertise the Birds Eye brand in over a decade and by championing a number of core icons, we're confident that shoppers will understand how frozen food can play an even more relevant role in their lives.
"We know that consumers remember our products from their childhood with fondness and we believe the new approach will not only reignite their underlying love for the brand, but also reassure them that Birds Eye is committed to quality and always delighting consumers."
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