Birds Eye: We prep. You cook.

J. Walter Thompson, Melbourne creates this fantasy TV commercial for Birds Eye. The ‘We prep. You cook’ campaign introduces a new brand platform for the premium Birds Eye Deli chip range. Shot at Fox Studios, they all featured 7-metre by 3-metre hanging backdrops that were popped out mid ground with working mechanical sets. The music was also composed with the same care; layering sounds to create a rhythmic soundscape, marching the piece to life. One ton of dirt and 320 potatoes were used to create the finished product.

Jess Lilley, CD, J. Walter Thompson, Melbourne said: “We wanted to develop a creative platform for Deli that shifts people’s perceptions of the frozen food aisle. The concept of ‘prep’ moves the conversation to one of choice over convenience. With Simon Harsent directing, we were able to beautifully execute our pride in the creation of a bloody tasty chip.”