-By Steve Miller

Birds Eye Foods will support the launch of its Steamfresh line of frozen "Meals for Two" with a TV spot targeting both empty-nest boomer couples and 20-something professional couples with no children.

The spot, via Northlich, Cincinnati, breaks Oct. 13 on cable networks and runs through early 2009.

The two demos are being targeted because both groups often don't have enough time to prepare a full meal. "The idea is that these meals steam themselves, and you need no stove, no dishes, just a microwave," said Patty Bloomfield, vp/engagement director at Northlich. "The message is how suitable these meals are for couples who are short on time."

Creative portrays lonely kitchen items, including pots, pans and skillets, that go unused because of the simplicity of preparing Steamfresh "Meals for Two," which steam in a bag.

"The number of two-person households is growing and they're busier than ever, so we wanted to show how easy—and how delicious—dinner can be when you don't have time or feel like cooking," Josh Weinstein, director of marketing for Steamfresh at Birds Eye Foods, Rochester, N.Y., said in a statement.

The meals are the third Steamfresh product line, following the introduction of single-serve vegetables and rice dishes. The first Steamfresh campaign launched in March 2006, aimed at educating consumers about the benefits of steam cooking. That was followed by last year's "Inspired by You" campaign, also aimed at boomers, stressing the idea that Steamfresh dishes can also serve as part of a recipe.

Spend for the "Meals for Two" campaign was not disclosed. Birds Eye spent $12 million on U.S. ads in 2007 (not including Internet spending) and $7 million January-July 2008, per Nielsen Monitor-Plus.