JWT Melbourne introduce the ‘spokes-peas’ in Birds Eye campaign

J. Walter Thompson Melbourne has released its first major campaign for Birds Eye since being appointed to the Simplot business in September 2016.

Featuring one 30 second and two 15 second TVCs, the campaign introduces a pair of Aussie “spokes-peas”, who comment on the goings on in the freezer. The Birds Eye Barramundi, Whiting and Flathead frozen fish products are all featured in the spots.

Suzanne Harman, GM marketing, Simplot Australia, said: “Birds Eye ‘Fresh from the freezer’ is the latest in a series of campaigns Simplot have partnered with JWT Melbourne on.

“Other brand platforms we’ve developed with JWT Melbourne have seen our brands deliver epic shifts in Brand Equity and Awareness measures through Nielsen tracking, and sales results to match. But, with this latest work for Birds Eye I feel that together we have finally cracked Simplot’s biggest brand challenge.”

Kieran Antill, executive creative director, J. Walter Thompson Melbourne, said: “Brave, intelligent ideas best defines the type of work coming from the Simplot/JWT partnership. The fact is the freezer has been considered a dumping ground for ‘back up products’ and we wanted to breathe a little imagination and warmth into this remarkable space.

“Birds Eye has every right to own the freezer as a place of freshness and with this new platform and the help of a couple of spokes-peas I believe they will. This platform see’s the beginning of distinct and own-able assets for Birds Eye that Australia will embrace.”

The spokes-peas are expected to feature as recurring characters in future ads.


Client: Simplot

General Manager Marketing: Suzanne Harman

Head of Marketing Communication and Brand: Justin Taylor

Marketing Communications Manager: Evonne Williams

Marketing Manager: Elisabeth Argain

Senior Brand Manager: Melissa Popper

Agency: J. Walter Thompson Melbourne

Exec. Creative Director: Kieran Antill

Creative Directors: Jess Lilley & Jim Walsh

Senior Art Director: Nick Sellars

TV Producer: Katherine Muir

Print Producer: Miryana Velyanovski

Head of Planning: Simon McCrudden

Senior Planner: Brigitte Bayard

Group Account Director: Jessica Johnson

Production Company: FINCH & Blink Ink

Executive Producers: Corey Esse & Bart Yates

Directors: Jonny & Will

Producer: Claire Thompson

Producer: Claire Thompson

Offline: The Editors

VFX/Online: FINCH Post

Sound: Nylon Melbourne


Media Agency: OMD


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