McCain, is reinvigorating frozen veggies with their new Oh My Veg! range via Cummins&Partners.

Cummins&Partners creative director Heath Collins said: “Oh My Veg! is to frozen veg what Antonio Banderas is to Rowan Atkinson.

“While both perform their roles admirably, one is clearly much sexier, and far more enticing. We wanted to give the hottest thing in the freezer the cheeky campaign it deserved.”

Until now, a grab and heat option from the freezer was considered a compromise on taste, but McCain Oh My Veg! delivers eleven saucy veggie varieties.

McCain Foods AUNZ marketing manager Karen Ramsay said: “We’re proud of the product. We think it’s a real game changer for the frozen vegetable category.

“The campaign Cummins&Partners has created cements the view that it’s time to rethink our expectations of frozen vegetables. And it’s really funny!”

This steamy new campaign is rolling out across Australia and New Zealand with an online video campaign, out-of-home and digital display.