Birds Eye underwent a major re-branding exercise in 2004. As part of the exercise they required a new site that would increase awareness of the quality of the Birds Eye product range and help change perceptions of frozen food in general. It was critical to communicate the benefits of the freezing process with bright, naturally lit images of food. With the help of nutritionists, we devised and built new applications, such as a healthy eating calculator. This tool enables visitors to review their everyday food intake. The redesign led to an 84% rise in visitors, with page impressions up 170%.