LONDON — Cirkle has been appointed by Birds Eye to handle its market-leading frozen food product portfolio – including Goodfella’s Pizza, which was acquired by owner Nomad Foods in January – following a competitive pitch.

The remit, worth six figures annually, will run for a minimum of two years and spans consumer and B2B PR, influencer relations and crisis communications, as well as product launches. Mischief PR, the previous incumbent, did not repitch for the account. 

Cirkle managing director Ruth Kieran, who joined the agency in February from Text100, said: “We’re absolutely delighted to be working with such an iconic British brand and the fantastic team at Birds Eye. The food industry is under increasing scrutiny around food provenance, sustainability and health, making the frozen food sector and Birds Eye quality proposition even more relevant to today’s demanding consumer."

Birds Eye recently announced a new multi-channel campaign to re-position and modernise the brand and its long-time Fish Fingers figurehead, Captain Birds Eye. Marketing director Steve Challouma said: “Birds Eye is a well-loved brand that can leverage its heritage and scale to grow and add new households. We are excited to be refreshing our approach to PR and were impressed by Cirkle’s imaginative and creative approach to driving the popularity of our brand.”

Work will begin in August, with the account led by Cirkle’s senior director, Kate Gibson. The agency recently appointed its first creative director.