Birds Eye shows customer the preparation process in Deli Chips ad

‘We Prep, You Cook’ is the message in Simplot’s Birds Eye campaign for its frozen Deli Chips range.

Created by JWT Melbourne, the 30 second ad shows how the oven backed chips are made,  with different characters harvesting the potatoes, hand washing, inspecting, slicing, seasoning and freezing them before they are served.

The commercial ends with a voice over saying “crafted with care, we prep, you cook”.

Each stage of the preparation process is completed in a different location with a different individual caring to the potatoes.

A shorter 15 second version of the commercial has also been produced.

jess Lilley, creative director at JWT, said in a statement: “We wanted to develop a creative platform for Deli that shifts people’s perceptions of the frozen food aisle.

“The concept of ‘prep’ moves the conversation to one of choice over convenience.”

Suzanne Harman, Birds Eye marketing general manager, said: “We really loved collaborating with JWT to bring the ‘We prep. You cook.’ story to life. It really dials up the attention we put into each step of the process, and enabled us to make heroes out of every day cooks.”


  • Creative Agency Credits
  • Agency: J. Walter Thompson Melbourne
  • Executive Creative Director: Kieran Antill
  • Creative Director: Jess Lilley
  • Senior Creative: Katie Moore
  • Senior Creative: Nicholas Sellars
  • Senior Designer: Jess Van De Vlierd\
  • Senior Planner: Brigitte Bayard
  • Group Account Director: Jessica Johnson
  • Account Manager: Emma Rutherford-Ward
  • Producer: Sandi Gracin
  • Production Company Credits
  • Production Company: The Pool Collective
  • Director: Simon Harsent
  • Executive Producer: Cameron Gray
  • Producer: Ian Ford
  • Director of Photography: Simon Ozolins
  • Music: Declan Harsent
  • Art Director: Jamie Morris
  • Wardrobe: Janai Anselmi
  • Post Production: Dave Whittaker, The Editors
  • Client Credits
  • Client: Birds Eye
  • Brand Manager: Laine Birnbaum
  • Marketing Communications Manager: Evonne Williams
  • Marketing Communications and Branding Manager: Justin Taylor
  • General Manager, Marketing: Suzanne Harman
  • Media Credits
  • Initiative

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