NPD AND MEDIA
PICKS OF THE WEEK – BIRDS EYE
THIS WEEK BIRDS EYE WALKERS CAWSTON PRESS MALIBU + PICKS OF THE WWEK
BIRDS EYE RELAUNCHES GREEN CUISINE WITH £4.4M CAMPAIGN The campaign challenges consumers’ beliefs about plant-based diets and encourages them to reassess their current eating habits.
Birds Eye is relaunching its meat-free Green
The new brand identity builds on the suc-
Cuisine brand with a new advertising campaign
cess and insights of Birds Eye Green Cuisine’s
that aims to challenge consumers’ eating habits.
award-winning 2021 support of Team GB at the
The new £4.4m ‘Welcome to the Plant Age’
2020 Tokyo Olympics when the brand demon-
campaign reveals a distinctive new identity for
strated to consumers that meat-free, and Green
the brand with the introduction of new animated
Cuisine, is truly for everyone.
characters. It is Green Cuisine’s biggest 360° cam-
Elle Barker, Marketing Director on Green
paign to date, including TV ads, new packaging,
Cuisine, said: “Our new brand platform plays off
in-store support, PR and out-of-home advertising.
the insight that choosing plant-based foods can
The alternative protein market is forecast to
sometimes feel like a compromise, even though
become 11% of the overall protein market by 2035,
there are so many benefits to including more
but many consumers feel that the category isn’t
meat alternatives within our diets. Our vision is
relevant for them. Green Cuisine’s new campaign
to make a flexitarian diet accessible to all. Green
challenges consumers’ beliefs about plant-based
Cuisine can demonstrate just how easy, delicious,
diets and encourages them to reassess their cur-
and nutritious it can be to incorporate plant-based
rent eating habits.
options into everyday meals.”
The Green Cuisine range includes chicken-free
The new campaign has launched in the UK
dippers, meat-free burgers and fishless fingers, as
across TV and digital, with the new packaging, PR
well as veg-packed options, including veggie fingers.
and out-of-home rolling out from August onwards.
WEDNESDAY 13TH JULY 2022/ ISSUE 113/ SLRMAG.CO.UK I 31
