Birds Eye Cooks Campaign for New Steamfresh Line

Birds Eye Foods will support the launch of its Steamfresh line of frozen “Meals for Two” with a TV spot targeting both empty-nest boomer couples and 20-something professional couples with no children.

The spot, via Northlich, Cincinnati, breaks Oct. 13 on cable networks and runs through early 2009.

The two demos are being targeted because both groups often don’t have enough time to prepare a full meal. “The idea is that these meals steam themselves, and you need no stove, no dishes, just a microwave,” said Patty Bloomfield, vp/engagement director at Northlich. “The message is how suitable these meals are for couples who are short on time.”

Creative portrays lonely kitchen items, including pots, pans and skillets, that go unused because of the simplicity of preparing Steamfresh “Meals for Two,” which steam in a bag.

“The number of two-person households is growing and they’re busier than ever, so we wanted to show how easy