Campaigns of the month

As summer arrives in full force, August’s standout campaigns have struck a balance between bold creativity and emotional storytelling.

Across digital, TV, social, and out-of-home, the month sees brands tackling both light-hearted and serious themes with craft and conviction. See our  round-up of the most impactful campaigns below.

Birds Eye’s new Masterbrand Campaign

“That’s a Recipe for a Life Well Fed” is the new Masterbrand campaign that Birds Eye, has unveiled with the help of Havas London. The campaign celebrates frozen food and its ability to unite people around healthier and more delicious mealtimes.

Through a number of humorous and realistic “recipes” that connect Birds Eye products with commonplace experiences, the campaign vividly embodies the brand’s mission. The inventive explores the adaptability, health advantages and superb flavour of the Birds Eye line, from ‘Pea-fect Pappardelle’, which is appreciated with the youngsters, to ‘Waffly Versatile Cottage Pie’, which provides a quick, simple and nourishing supper after a hard day.

Backed by a multi-million-pound through-the-line investment, ‘That’s a Recipe for a Life Well Fed’ spans TV, social, out-of-home, and in-store activations – reinforcing Birds Eye’s ambition to make mealtimes better with the goodness of frozen food. The campaign will debut in the UK, before being rolled out across Europe by Birds Eye’s parent company, Nomad Foods.

Claire Sutton, marketing director at Birds Eye UK & Ireland, said: “This campaign is our creative reset. That’s a Recipe for a Life Well Fed isn’t just a tagline, it’s a manifesto for modern mealtimes where frozen food isn’t just about convenience anymore – it’s about confidence, creativity, care and quality. It’s about celebrating the everyday magic of mealtimes, where nourishment meets connection, and frozen food plays a starring role. We’re here to show that frozen food is that modern, nutritious, and sustainable choice which really fits in with how we live today – and we’re excited to be leading the way in showcasing the category’s potential.”

Vicki Maguire, chief creative officer at Havas London said, “The challenge set to us was clear: reframe frozen food from being a convenient fallback to a source of everyday nourishment and driver of emotional connections.

“We wanted to create a platform that feels as warm and authentic as the food Birds Eye puts on the table. This campaign is about more than just what’s on the plate, it’s about the meaningful moments we share around it, a celebration of emotional connections fuelled by food.”

Cathedral City’s ‘Makes It Better’

Cathedral City launches £7m campaign to positioning cheese as the everyday food hero.

With the support of a £7 million media investment, Cathedral City’s new creative campaign, “Makes It Better,” aims to remind the country of its adaptability and dedication to enhancing ordinary occasions.

Live currently, ‘Makes It Better’ puts a spotlight on familiar, well-loved dishes such as cheese on toast, jacket potatoes and pasta bakes, showing how Cathedral City enhances these meals with added flavour and satisfaction.

The campaign celebrates the idea that Cathedral City doesn’t just taste good, it makes everything better.“

’Makes It Better’ is more than a campaign, it’s who Cathedral City is,” notes Abi Armson, senior brand manager of Cathedral City. “Cheese is a staple in so many homes, whether it’s melted on a toastie or stirred through pasta, it elevates familiar dishes. This campaign is a celebration of that and of Cathedral City’s role as a reassuring constant in making food more satisfying and enjoyable.”

The campaign debuted with 10 and 20 second TV spots and is now live across TV, video on demand, out-of-home and social media. It is expected to reach 97% of all adults aged 25-65 through its 21-week run period. The ‘Makes It Better’ campaign builds on the success of Cathedral City’s previous campaign, ‘Our Make It Better Cheddar’, which aired in 2022.

Old Mout Cider announces a pop-up restaurant with a twist

In Soho, London, UK, a novel restaurant is opening this summer where patrons are literally required to sing for their supper. It’s the sole method of payment. The Kiwioke Bar, which will be fuelled by Old Mout Cider and anchored by TV host, radio personality, DJ and karaoke champion Harriet Rose, will open for business on Wednesday, August 20, and Thursday, August 21.

Aiming to match drinkers with their new bestie over a beat, tickets for The Kiwioke Bar can be booked in pairs and diners will be seated at tables of four. Before the starter course, guests will be required to belt out a karaoke classic with their tablemates, and only then, after they’ve (hopefully) brought the house down, will they be served their food. To unlock their main courses and puddings, tables will be paired up to sing together. You see, this is what sets Kiwioke apart from karaoke – solos are strictly off the menu. After all, everything tastes better when we sing together!

Situated on Greek Street in the heart of London’s Soho, The Kiwioke Bar blends the archetypal stylish modern restaurant with the quintessential Karaoke dive bar, the low lit interior awash with humming neons in a multitude of colours and sizes. Each table is equipped with its own powerful microphones, and of course, there’ll be dressing up boxes a plenty, filled with everything from gaudy feather boas to oversized glasses and glitzy headgear. Kiwioke chic? Check!

The all-important song menu has been carefully curated, pored over for months, and features only the finest, most crowd-pleasing duets and ‘group songs’ from the past 50 years.

Guests will be able to enjoy unlimited Old Mout Cider served throughout the evening, with vegan and vegetarian options available across the menu. In addition to the Kiwioke, surprise entertainment will pop up during the night – guaranteed to turn heads and cook up even more energy in the venue.

Carling & Proper Pubs

Proper Pubs, the award-winning community wet-led operator division of Admiral Taverns which has over 200 pubs across England, Scotland and Wales, is partnering with Carling to donate 5p of every pint of Carling sold across its estate throughout August to local foodbanks across the UK.

The initiative is part of Proper Pubs’ wider ‘Heroes of Hunger’ campaign which launched in September 2024 with its ‘FoodFest’ activation. To coincide with National Foodbank Day on 6th September, pubs were encouraged to host fundraising events, such as a family fun days, to collect as much food as possible. As a result of the fantastic efforts from operators across the country, Proper Pubs successfully donated enough food to feed 1,300 people for a week.

Mark Brooke, managing director at Proper Pubs, said supporting community initiatives such as local foodbanks is at the heart of everything it does at Proper Pubs.

Brooke added: “I’m delighted that we have been able to continue the momentum of our ‘Heroes of Hunger’ campaign with this fantastic partnership and I look forward to being able to continue supporting individuals and families up and down the country with this latest activation.”

Lee Willett, Carling brand director at Molson Coors Beverage Company, added: “This initiative with Proper Pubs will help many individuals and families who rely on vital foodbank services. At the heart of the Carling brand is a belief in bringing people together – a value we’ve celebrated through helping local communities and the people who make a difference within them. Pubs are a powerful force for good in their communities, and this campaign is a fantastic example of that spirit in action.”

Frylight appoints first UK social agency

SAMY Alliance Global social-first agency SAMY has been named Frylight’s first official social agency. The appointment signals a significant commitment to social as a growth driver for the brand, focusing on brand awareness through community building initiatives and other tactics.

As Frylight enters a new era, with a major rebrand and packaging refresh, that hit the shelves in July, the brand is intent on showing up where and when it matters with initiatives that are meaningful for core and new consumers, and ultimately drive purchase.

SAMY’s appointment will also support Frylight’s broader ambition to move beyond functional benefits and into emotional resonance – celebrating individuality and self-expression and inspiring confidence in the kitchen. As food culture evolves on social media, from polished how-to content to more authentic, value-led storytelling that reflects real life, real people, and the joy of cooking together, Frylight is adapting its approach accordingly.

Frylight said it will benefit from SAMY’s expertise in end-to-end social strategy and execution, delivering integrated, always-on campaigns that blend bold, creative influencer partnerships and meaningful community activations.

The agency will manage the brand’s channels and creative content for Instagram, TikTok and Facebook, utilising influencer marketing, community management and paid media. Visual and messaging guidelines will also be developed to reflect both the brand’s refreshed identity and its emotionally-driven creative approach.

Joe Moring, social media director at SAMY UK, said as Frylight is entering an exciting new chapter of growth, it has been tasked with proving the power of social to help the brand achieve its ambitious goals of engaging new audiences while strengthening loyalty among existing ones.

“Audiences today move fluidly across social platforms, and with SAMY’s intelligence spanning across the entire system, Frylight can engage with true focus and intention, delivering content and strategies that are meaningful, relevant, and evolve in real time to meet people wherever they are,” Moring explained.

Al Flynn, global senior brand manager: oils at Saputo UK (Frylight’s parent company), added: “Healthy cooking should never mean compromising on flavour or fun. With SAMY, we’ve found a partner that brings the strategic expertise, creative flair and cultural insight to help Frylight connect authentically with both loyal fans and a new generation of food lovers”.

“Social media is central to our growth strategy. It’s where passionate home cooks come together to connect, experiment and find inspiration as they celebrate their love of food. Together with our bold new look, this partnership marks the start of a new chapter for Frylight.”

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