Birds Eye is a brand generation of Australians have grown up with, but its Deli range had become visually dated, fragmented, and disconnected from emerging shopper behaviours. As part of the broader Birds Eye Masterbrand rejuvenation, The Edison Agency was tasked with evolving the Deli identity, bringing structure, appetite appeal and premium clarity back to the freezer aisle.
Grounded in the platform An Eye for Good, the new system introduces a bold ribbon device, refined architecture and flavour-forward photography that elevates the restaurant-style cues Deli is known for. The design retains key equities while shedding clutter, enabling stronger navigation across an expanded range of 14 new flavours and transitioning four existing yellow SKUs into a more premium system.
This rejuvenation wasn’t about reinvention, it was about sharpening what shoppers already loved. By aligning Deli to the Good Gourmet pillar, introducing an ownable architecture and amplifying crafted ingredients, the range now feels contemporary, cohesive and unmistakably Birds Eye. The result is a more intuitive shopper experience, a future-proof system for innovation, and renewed relevance among younger and premium consumers entering the freezer category for the first time.
