Famous frozen food brand Birds Eye is spending £60 million on updating its image.
A £5 million advertising campaign has been launched, while £16 million will be spent in other areas throughout the next year. The food firm is also trebling the sum it spends on digital marketing.
The Iglo Group is leading the relaunch, which will see new packaging being used for the brand's products, as well as a new logo being unveiled.
Birds Eye will also adopt a new slogan - 'the food of life'.
The first television advert aired yesterday (Monday March 3rd) evening, promoting two of the brand's most popular products, which are currently fish fingers and frozen peas.
Following this, promotions for Birds Eye chicken grills and Bake to Perfection fish will also air and the campaign will eventually roll out to cinemas and outdoor advertising.
In addition to this, the brand will be launching two new products, which will also feature in the campaign.
Birds Eye looked at research that shows mealtimes are one of the only occasions when families sit together to talk and has created its new campaigns around this idea.
Andy Weston-Webb, managing director of the frozen food firm, said: "We sat with real families from across the UK for dinner and captured their natural mealtime conversations. The result is a campaign that is a genuine snapshot into real life, real food and real people."
Birds Eye hopes that these steps will lead to greater warmth and personality being associated with the brand.
The food manufacturer is introducing a digital tool to coincide with the campaign's launch that will provide users with a range of food and drink-related content and allow them to share thoughts with other frozen food lovers.
Birds Eye has changed its advertising campaigns a few times over the past four years, after ceasing to use popular bearded figure Captain Birdseye and introducing the polar bear Clarence - named after Clarence Birdseye, who discovered the quick-freezing process - in 2010.