Frozen food company Birds Eye is joining forces with UK retailers to offer a "value" campaign in the new year.

Under the strapline 'Make Your Pound Go Further With Birds Eye', the initiative will be supported by a GBP1.2m (US$1.8m) advertising campaign, which will include TV, radio and outdoor media.

The push will focus on Birds Eye "family favourites" Omega-3 Fish Fingers, Crispy Chicken plus the relaunch of 1980s dessert favourite Arctic Roll.

Birds Eye is hoping to introduce a new generation to the retro dessert, which will be available in Raspberry Ripple and Triple Chocolate flavours and backed by a GBP3m multi-media campaign. The Arctic Rolls will have an RRP of GBP1.99 each.

The company said it will run GBP1 deals across a range of its most popular products offering consumers "the best possible value" at a time of year when budgets are traditionally tight.

Birds Eye trade marketing manager Belinda Hoby said: "Whilst a number of consumers have begun to see the benefits of frozen food, with this campaign we want to really drive home the message that frozen is a great value alternative to fresh and chilled items."