HHCL & Partners has revealed its first work for Birds Eye frozen
ready meals based on the adventures of Sean, a 16-year-old microwave
fanatic, and his family.
The campaign positions the meals as ’good food fast’ by showing how
quick they are to cook and how easily they fit into people’s lives. It
is the first time HHCL has created advertising for the Unilever brand
since it won the business in January.
In the first ad, ’special mission’, Sean cleverly tricks his
six-year-old brother into making him a meal by pretending that the
frozen spaghetti bolognese is a bomb. From his seat in the living room
while watching TV, he uses a toy walkie-talkie to instruct the youngster
to place the food into ’the detonation chamber’, which is really the
After talking him through twisting ’the detonation nodge’ - or power
button - he tells his brother: ’Remove the bomb and bring it to me.’
The older boy’s final coup is persuading the child to go ’undercover’ by
covering himself in a sofa throw and holding aloft a TV aerial, giving
Sean a perfect picture.
In the second film, ’confession’, Sean is preparing to go out for the
evening when he is disturbed by his friend Steven, who bullies him into
microwaving a chicken curry for his supper. As the meal is heating up,
Sean’s glamorous mother comes in, raising Steven’s temperature as
Suddenly losing his appetite, Steven stares vacantly into space as Sean
steals his food enthusiastically.
However, his zeal is dampened when a mesmerised Steven blurts out: ’I
fancy your mum, Sean.’
An initial pounds 1.1 million four-week burst breaks on 1 June and a
second run is planned for later in the year. Media is by Initiative
Media. The ads were created by Jim Bolton and Chas Bayfield and directed
by Tom Vaughan at Helen Langridge Associates.
Nick Howarth, the business director on the Birds Eye account at HHCL,
said the commercials were aimed at a 25- to 40-year-old target market
but were intended to show a broader view of family life than that
portrayed in commercials for similar products.
He added: ’We’re trying to get away from the morass of ads where mum not
only buys the food but cooks it too.’