Findus is launching its first UK campaign since parting from its Nestle parent in January 2000. The TV ads will introduce the Cod Crispies range of frozen meals, aimed mainly at children.
The range is being promoted with a trio of ten-second commercials by Grey, marking the agency's first TV work on the brand since picking up the business in March last year.
The films, running nationally from this week, feature people's exaggerated responses as they bite into the product's crispy coating under the theme: 'Crank up the crunch.'
They are part of a pounds 4.5 million budget being put behind the product.
The ten-second spots are intended to raise awareness in advance of a second phase of 30-second films breaking at the end of April.
Jane Middlemiss, who hosts BBC's Top of the Pops and Channel 4's She's Gotta Have It, provides the voiceover for the commercials, which were written by Dave Rimell and art directed by Paul Pickersgill.
They were shot by John Clayton through Will Van Der Vlught.
Media planning and buying is through MediaCom.
Tim Mellors, Grey's chief creative officer, said: 'It's tricky to come up with a new spin on the second-most common product description after 'fresh'. But 'crispy' takes on a whole new meaning when you see what happens to these people's faces.'
Findus, a former Nestle subsidiary, was sold to EQT, the Swedish investment company, in January last year.
The sale was part of a restructuring of its European frozen food business by the Swiss food giant, which wants to focus on the prepared dishes, snacks and pizza markets.