The world of frozen food was starting to lose some of its relevance, due to the lack of innovation and investment across the sector. This decline was particularly marked when it came to consumer perceptions of Findus.

We worked with the Findus team to create a whole new category of resealable frozen ready meals, supported by a communications plan that looked to put some relevance and food values back into the category and contemporise some of the warm positive values that were once associated with the brand.

The activity acted as a catalyst for driving trial and building a category which previously didn’t exist. Which also prompted consumers to start to love the brand again.