Created by Abbott Mead Vickers BBDO, the campaign includes a TV ad starring Tarbuck which launches today (8 February) and will run for 15 weeks.
Media planning and buying has been handled by Carat. Activity includes press, online, in-store, and direct marketing.
The frozen food specialist said the campaign marks its largest investment to date in the natural vegetable category.
The Field Fresh range includes Garden Peas, Petits Pois and Steam Bags, along with four newly-introduced products, Supersweet Sweetcorn, Very Fine Green Beans, Country Mix and Select Mixed Vegetables.