Australia Australia-based frozen food brand Birds Eye has launched a new brand platform titled ‘An Eye For Good’ to showcase the sustainable work they do in order to bring high-quality food products to its consumers.

In collaboration with Wunderman Thompson, the brand platform comes with a 30-second video that shows ways of gathering natural resources, including pair of hands moving to cultivate the land, representing the activities done on a farm.

The video also shows ploughing rows of soil with a fork and using a seed silo like a pepper shaker – situations that are paralleled to how consumers prepare their meals at home, consuming the products that came from nature.

Katie Saunders, general manager marketing at Simplot, an agribusiness company behind Birds Eye, says that the brand platform is an opportunity to communicate about the actions it undertakes to build a more sustainable future.

Melanie Wiese, chief strategy officer at Wunderman Thompson, said that they loved helping Birds Eye due to its important contribution to Australia’s farms and consumers as well.

Lastly, João Braga, chief creative officer at Wunderman Thompson, added, “We wanted to show Aussies that Birds Eye put the same care into growing our food as they do into cooking theirs – and then bring it to life with an execution that felt as wholesome as a Birds Eye home-cooked dinner.”

Other works from the campaign will be seen on various platforms such as OOH, print, social, and television.