We Prep. You Cook.
Birds Eye Deli Chips
The delicate, step by step craft of transforming the humble potato to a Birds Eye Deli chip is explored through six different worlds, in a new campaign directed by Simon Harsent via JWT Melbourne.
The ‘We prep. You cook’ campaign showcases the key steps of making the product through a series of fantasy worlds and unusual characters.
Under Harsent’s creative eye, the team created six, movie-like sets for each of the characters. Shot at Fox Studios, they all featured 7m by 3m hanging backdrops that were propped out mid ground with working mechanical sets. This created depth within the dioramas and gave each scene an added level of craft and quality. The score, composed by new music company Black Rabbit Music, was also composed with the same care. One ton of dirt and 320 potatoes were used to create the finished product.
“We wanted to develop a creative platform for Deli that shifts people’s perceptions of the frozen food aisle. The concept of ‘prep’ moves the conversation to one of choice over convenience. With Simon Harsent directing, we were able to beautifully execute our pride in the creation of a bloody tasty chip.” – Jess Lilley, Creative Director, JWT.

Agency: J. Walter Thompson Melbourne
Client: Birdseye

Executive Creative Director: Kieran Antill
Creative Director: Jess Lilley
Senior Creative: Katie Moore
Senior Creative: Nicholas Sellars
Senior Designer: Jess Van De Vlierd
Senior Planner: Brigitte Bayard
Group Account Director: Jessica Johnson
Account Manager: Emma Rutherford-Ward
Producer: Sandi Gracin

The POOL COLLECTIVE
Director: Simon Harsent
Producer: Ian Ford
Production Coordinator: Lisa-Ann Robinson
Production Runner: Jasmine Nicholson
Director of Photography: Simon Ozolins
1st AD: Darin Berlin
1st AC: Jani Hakli
2nd AC / Data Wrangler: Khoa Le
Digi Tech (Print): Glenn Pokorny
Gaffer: Pat Hagen
Best Boy: Peter Hagen
Best Boy Assistant: Peter Van Haren
Key Grip: John Balbi
Grip Assistant: Brendan Elder
Video Assistant: Simon Curry
Art Director: Jamie Morris
Prop Buyer: Annette Reid
Prop Buyer: Sam Ford
Art Department Runner: Ozman Toker
Stand-by Props: John Osmond
Wardrobe: Janai Anselmi
Hair & Makeup: Lida Cankova
Hair & Makeup Assistant: Simona Janek
Videographer: Oliver Rose
Videographer Assistant: Declan Harsent
Food Stylist: Ben Masters
Food Stylist Assistant: Cecilia Curry
Catering: Robert Jang
Music: Declan Harsent, Black Rabbit Music
Post Production: Dave Whittaker, The Editors

Birds Eye
Brand Manager: Laine Birnbaum
Marketing Communications Manager: Evonne Williams
Marketing Communications and Branding Manager: Justin Taylor
General Manager, Marketing: Suzanne Harman