BWM Melbourne and production house XYZ have aimed to capture the essence of the Aussie farmer in a new campaign for Birds Eye range of frozen vegetables.

Tapping into the company’s 60-year history with Australian farmers and providing the best quality frozen vegetables from Tasmania and Bathurst, the campaign offers insight into a Birds Eye pea farmer.

The cross-platform campaign focuses on the farmer’s role in ensuring Aussie consumers get the best produce while keeping the farming community thriving. Executions include television (including telecast sponsorship of the Australian Open), print, digital and outdoor.

BWM Melbourne creative director Shaun Branagan said that Birds Eye was one of the great Australian brands.

“The campaign adds some personal depth to that positioning with the farmers,” he said.