Birds Eye Celebrates the Unsung Hero of the Freezer, Peas

Mar. 06, 2026

​Birds Eye, the frozen food brand, has launched a campaign to champion an unsung frozen hero - peas. Part of Birds Eye’s wider Masterbrand platform ‘That’s a Recipe for a Life Well Fed', the campaign showcases the versality of the nation’s favourite peas - highlighting the many simple and delicious ways this much‑loved staple can elevate everyday meals.

The campaign spans across OOH, DOOH, PVOD and escalator ribbons on some of The London Underground’s busiest sites, including Tottenham Court Road and Waterloo. The playful creative fills the escalator ribbons with a cascade of peas, creating a vibrant and unmistakable visual for commuters - a fun reminder of just how central peas are to the nation’s dinner tables.

The campaign was creatively conceived by Havas London, with production from Prose on Pixels and media from Zenith Media.