The Birds Eye Deli chip campaign, 'We prep. You cook.,' explored the intricate process of transforming potatoes into the premium chip range through six unique characters, each with a distinct skill set and environment. The campaign aimed to shift perceptions of the frozen food aisle, emphasising choice over convenience. Directed by Simon Harsent, the visually stunning ads featured movie-like sets with meticulous attention to detail, including working mechanical sets and custom-composed music. The goal was to highlight the craftsmanship behind creating a "bloody tasty chip" and celebrate everyday cooks as heroes.