Birds Eye has hired Live & Breathe to handle below the line marketing for its full range of frozen foods.

The appointment following a competitive pitch, organised by creativebrief, involving "a number of undisclosed agencies".

Live & Breathe will be responsible for below the line activity across shopper marketing, promotional and experiential activity. It will work alongside Birds Eye's advertising, media, PR and digital agency partners.

Angus Peterson, head of media at Birds Eye, said: "Birds Eye is on an exciting journey to deliver a step change in consumer perception of the frozen category and the work that Live & Breathe develops will play a key role in making this happen in line with our growth and marketing strategy."

Live & Breathe's first task is to work on a marketing campaign targeting the brand's key audience of mums.

Nick Gray, managing director of Live & Breathe, said: “Birds Eye is a great brand to be working on. It has a huge amount of heritage and it has exciting plans both for the brand and for the frozen category more broadly. We are eager to put our pitch ideas into action with immediate effect."