Which is better frozen foods or fresh food that has travelled?

A while ago, an ad campaign ran in the uk for either birds eye or youngs frozen fish. It seemed to prove scientificly that frozen fish was just as nutritious (with vitamins etc) as when it was frozen. It also showed fresh food that wasn't frozen but transported fresh and arrived in a poorer state than the frozen food. I always thought that the perceived wisdom for this was that freezing distroyed the vitamins and such, but this ad changed my view.
Now there is an ad campaign for morrison's which says they would never freeze their fish.
Which is better?
By all means state an uninformed opinion or a gut feeling if you just want 2 points, but I'd prefer a scientific anwer if possible. Thank you
Of course fresh food is better but the first ad made the point that fresh food has deteriorated in the time it takes to get to the supermarket. The question reads which is better frozen foods or fresh food that has travelled.

Things are better never frozen. They add stuff to keep it from going bad. Morrison's is just trying to sell their fish and you can't believe what people will say when trying to get you to buy something.

Fresh food is always better.