Birds Eye has long held a special place in Australian freezers, a brand synonymous with quality, reliability, and family mealtime favourites. From pioneering snap-frozen vegetables to iconic fish fingers, it’s a name generations trust. But in a shifting food landscape, even the most loved brands risk losing relevance. With new challengers entering the freezer aisle and shopper expectations evolving, Birds Eye was starting to feel fragmented, visually inconsistent, and out of step with modern mealtime habits.
Simplot partnered with The Edison Agency to reposition Birds Eye for a new era, one where frozen is no longer a fallback, but a first-choice. Anchored in the platform “An Eye for Good,” Edison led a brand transformation that reimagined the packaging system from the ground up. A simplified architecture was introduced — Good Classics, Good Living, and Good Gourmet — reflecting a clear set of shopper needs, from value and health to indulgence. An ownable ribbon device unified the full range, supported by bold brandmarks, natural textures and crafted photography.
The result? A reinvigorated brand system that celebrates taste, sustainability, and modern family life, reconnecting with loyalists and inspiring a new generation to rediscover the goodness of Birds Eye.
