Revitalising Nomad Foods' Frozen Veg Brands

Challenge:
Nomad Foods, home to iconic brands like Birds Eye, Findus, and Iglo, was losing ground to private-label competitors in the frozen vegetable category. The brand needed a fresh communications platform and partnership strategy to reestablish its value and persuade families that paying a little more for branded frozen vegetables was worth it.

My Role:
I led the development of the new platform, including its positioning, key insights, and communication strategy. I also created a long-term partnership plan to expand the brand's reach beyond its core audience and designed a 3-5 year customer journey to guide both launch and ongoing media planning for sustained engagement.

Approach:
To build a compelling strategy, I conducted an intensive two-week Discovery phase, incorporating:
- A 4Cs analysis (Company, Category, Consumer, Culture)
- A TOWS analysis to identify strengths, weaknesses, opportunities, and threats in the market
- Social listening to understand consumer pain points, gains, and opportunities for engagement
- Consumer surveys to explore usage occasions, uncovering how people across Europe use frozen vegetables in culturally relevant dishes and different meal contexts

From these insights, I developed three strategic provocations and facilitated workshops with key stakeholders. This process led to a refined strategic intent:
"Unfreeze your mind to the goodness of Birds Eye frozen veg to transform mealtimes."

This positioning was rooted in the idea that Birds Eye’s frozen vegetables are a secret weapon—an easy, nutritious, and flavorful way to hack any meal with just a handful of peas or spinach.

Outcome:
The resulting partnership and through-the-line (TTL) communications platform resonated so strongly that our agency was appointed as the lead creative partner.

The campaign is now in production and set to launch across multiple European markets in March 2025.