OMD Create and Simplot showcase new range with 'Deli Lane' dining experience

OMD Create has partnered with Good Food to launch Birds Eye Deli’s new premium frozen vegetable range Deli Lane - an exclusive dining experience designed to inspire Australians to master midweek meals with convenience and flavour.

The experience, hosted by celebrity chef Justine Schofield, whose new book Cook Ahead, highlights the potential of the freezer as the ultimate kitchen companion.

Schofield curated a unique menu that showcases the chef quality flavours of the new Birds Eye Deli Garlic Butter Style Green Beans and Garlic Herb Broccoli, proving that convenience and gourmet can go hand in hand.

Katie Saunders, Senior Director of Marketing at Simplot, said: "With the Birds Eye Deli range, we’re bringing paddock-to-plate quality to Australian kitchens, making it easier than ever to master midweek meals with proudly grown Australian ingredients. Justine Schofield was the perfect ambassador to showcase the ease and flavour of these premium frozen vegetables."

MasterChef alumni and cultural tastemaker Conor Curran warmly welcomed over 60 passionate foodie-lovers to the exclusive event as the Director of Vibes. Guests were treated to a bespoke welcome cocktail before sitting down to indulge in a curated three-course menu at Canvas House.

After lunch, guests were invited on a hunt for the hidden ‘Golden Veg’ amongst haystacks, competing for a range of prizes. Designed to spotlight Birds Eye Deli’s unrivalled plate-to-paddock ethos, the activation created a memorable and highly tactile connection to the product.

Beyond the event, OMD Create designed a fully integrated media ecosystem, ensuring the Birds Eye Deli launch was unmissable. The strategy leveraged a mix of owned, earned, and paid channels, amplifying the brand’s presence across multiple touchpoints.

OMD Create broadened Curran’s role and onboarded influential culinary talent Minoli De Silva to extend the conversation online. Their content brought the Deli Lane experience into Australian homes, inspiring midweek meal mastery with Birds Eye Deli.

The campaign was further reinforced by a high-impact media buy across digital and social, strategically placed to capture consumer attention at key moments.This holistic approach ensured Birds Eye Deli was not just launched but truly embedded into the way Australians think about midweek meals.

Emma Ray, Head of OMD Create Melbourne, added: "We are so excited to partner with Good Food and Bird’s Eye Deli to celebrate that mid-week meals can be elevated and accessible. Justine, Connor and Minoli’s authenticity and energy have been the perfect pairing to launch this truly integrated campaign to Good Food readers."

The Birds Eye Deli range is now available in supermarkets nationwide, offering a new way for Australians to elevate their everyday meals.

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