The frozen food brand, which is in the process of being sold, appointed the agency to handle its website and online marketing brief following a pitch.
Digital TMW will develop a range of sites for the brand's various products, including its Steam Fresh range, ready meals, pies and fish fingers, to reflect a new marketing message, which is still to be decided.
Developed with Birds Eye's above-the-line agency Bartle Bogle Hegarty, the campaign will roll out across digital and other media.
It will be a move from its latest "We don't play with your food" campaign, promoting the nutritional value of its products.
TMW has worked on the Birds Eye and Flora account. MRM Worldwide held the account for three years. Recent campaigns include the website relaunch of its Steam Fresh range.
The move comes as Unilever announced plans last month to sell the majority of its European frozen foods business including the Birds Eye and Iglo brands.
Until a buyer is found, Birds Eye will remain under Unilever. It intends to retain its ice cream business including Magnum, which was recently moved out of MRM Worldwide into Dare, as well as the Carte D'Or and Walls brands.
A Unilever spokesman said: "The agency will refresh the Birds Eye website. We are trying to make it more foodie than it is at the moment."
He added: "We are moving the brand on to the next step from the advertising we had last year and the website will reflect that. Instead of being a catalogue for our food products, we are trying to bring the brand to life in a more interesting way."
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