Cavendish Farms wants to become the go-to frozen food brand for Canadians, with a national campaign that highlights the launch of its new products.

The creative for the new “Ready When You Need Us” campaign, which will launch in mid-May, emphasizes the idea that having a freezer full of Cavendish frozen meals saves time. Centred on the brand’s slogan “Made Our Way, Enjoyed Your Way,” the campaign also underscores that the company’s frozen products may be enjoyed without sacrificing taste.

“Canadians want good food and they want it fast. We know people are busy and they want to make their dollars go farther, while still eating well. This campaign and products answer those needs,” Cavendish Farms VP of marketing Meredith Irving tells Strategy. “The campaign celebrates the ease, fun and creativity of cooking with Cavendish Farms, while showing consumers the role we play in that experience. At its heart, it’s about shining a light on the effort that goes into making our products great, and the possibility and creativity they unleash in the people who enjoy them.”

Cavendish has already started to launch such products as Potato Tots, Onion Rings and Slim Steak Cut Fries, which can be cooked in five minutes in the air fryer or eight minutes in the oven.

“We chose to innovate with these products quite intentionally. They’re freezer favourites across the country, for many consumers, across many occasions. Now we’re bringing it to them even faster,” says Irving, who adds that the campaign highlighting air fryers is important because “many consumers rely on them to reduce cooking times while maintaining taste and quality.”

Irving says that Cavendish is expanding its Quick Crisp product line as a result of company research that discovered that shorter cooking times transform the traditional breakfast, lunch and dinner times. Quick-prep meals enable Canadians to enjoy other activities while preparing and eating meals, she says.

The media plan comprises billboards in key markets, Spotify ads, in-store audio, influencer content on TikTok, as well as spots on social media and digital channels.

LA-based Culture Bureau is behind the campaign strategy and creative, with Time and Space on media buying. Believeco handles the shopper marketing and Makers the production.