The new advertising, to be created by Bartle Bogle Hegarty, will run on television and in print. Unilever said the idea behind the campaign was to cement the new identity and give it more impact in supermarket frozen food aisles.
Controversially, the famous gull-shaped log is to go and will be replaced by an eye-shaped banner from April as part of the shake-up. Captain Bird's Eye, who has already survived one replacement attempt, will continue to feature in marketing.
Along with the investment in advertising, Unilever Ice Cream and Frozen Food will invest £10m in researching shoppers and working with retailers to improve the appeal of the frozen aisles to encourage consumers to buy more frozen food.
Packaging will be redesigned to make it easily identifiable as Birds Eye and new products, such as SteamFresh Peas, will be introduced.
James Simmons, trading director at Birds Eye, said: "We'll focus more time and money upon merchandising and availability; but we are equally ambitious to transform the appeal of the frozen aisles through more engaging promotional activity, better implementation of new products and a radical approach to the in-store environment."
Unilever reviewed the Birds Eye account out of McCann-Erickson late last year, appointing Bartle Bogle Hegarty after a pitch against J Walter Thompson and Abbott Mead Vickers BBDO. The agency already held several other Unilever accounts, such as Lynx, Impulse and Bertolli.
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