The campaign, which broke Monday, will be featured in print, television, radio and on billboards, with the tagline "Birds Eye -- five-star food, frozen."
The advertisements are aimed at challenging consumer perceptions about frozen food, the company said.
"People have wrongly labeled frozen food as poor quality and we want to set the record straight," said John Farrell, Birds Eye category director.
Birds Eye hopes retail buyers and consumers will "reappraise" the frozen category with the campaigns focus on the freshness and quality of frozen food, he said.
