Birds Eye tells customers ‘The magic’s in the bag’ in new campaign

Simplot’s Birds Eye has created a song for its microwavable ‘steam fresh’ frozen vegetables in a new ‘The magic’s in the bag’ campaign.

The 30-second commercial shows a woman putting the bag of frozen vegetables in the microwave and then the song starts.

“Oh when vegetables kiss, and steam makes them crisp, oh you spin me around, perfect in no time now the magic’s in the bag,” the song says as the vegetables appear as if through the lens of a kaleidoscope.

When the woman opens the microwave, the song immediately stops as she whispers “The magic’s in the bag”.

JWT Melbourne is Simplot’s creative agency of record.

The 15-second ad is a shortened version of the song.


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