Birds Eye launches an integrated campaign this week for its new Fresh Frozen Herbs brand. TV ads feature the soundtrack for ‘Scarborough Fair’ accompanying a display of the herbs, each shot in a crystal montage of water and ice. The Birds Eye logo, chiselled in an ice block, is woven into the display. The final shot of the ad shows each pack frozen in individual ice cubes. The range of eight frozen chopped herbs are available in single and mixed varieties. The work was created by Claydon Heeley and McCann-Erickson. The TV commercials will be supported by other executions in the women’s press and in store. The media for the campaign, including the 1.5m television advertising, was planned by Carat Insight and bought by Initiative Media.