Birds Eye

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 Cuisine brand with a new advertising campaign that aims to challenge consumers’ eating habits.

The new £4.4m ‘Welcome to the Plant Age’ campaign reveals a distinctive new identity for the brand with the introduction of new animated characters. It is Green Cuisine’s biggest 360° campaign to date, including TV ads, new packaging, in-store support, PR and out-of-home advertising.

The alternative protein market is forecast to become 11% of the overall protein market by 2035, but many consumers feel that the category isn’t relevant for them. Green Cuisine’s new campaign challenges consumers’ beliefs about plant-based diets and encourages them to reassess their current eating habits.

The Green Cuisine range includes chicken-free dippers, meat-free burgers and fishless fingers, as well as veg-packed options, including veggie fingers.

The new brand identity builds on the success and insights of Birds Eye Green Cuisine’s award-winning 2021 support of Team GB at the 2020 Tokyo Olympics when the brand demonstrated to consumers that meat-free, and Green Cuisine, is truly for everyone.

Elle Barker, Marketing Director on Green Cuisine, said: “Our new brand platform plays off the insight that choosing plant-based foods can sometimes feel like a compromise, even though there are so many benefits to including more meat alternatives within our diets. Our vision is to make a flexitarian diet accessible to all. Green Cuisine can demonstrate just how easy, delicious, and nutritious it can be to incorporate plant-based options into everyday meals.”

The new campaign has launched in the UK across TV and digital, with the new packaging, PR and out-of-home rolling out from August onwards.

WALKERS SUPPORTS RETAILERS

The brand is giving retailers the opportunity to win £1,000 to support their local community.

Walkers has launched a competition offering retailers the opportunity to win £1,000 to support their local neighbourhood. There are 10 prizes up for grabs.

To enter, retailers must purchase two cases of any £1 RSP price-marked packs (PMPs) from a range of qualifying products before 9 August.

Mike Chapman, Wholesale Trading Director at PepsiCo, commented: “Convenience stores are such an integral part of local communities, and retailers have gone to great lengths over the past few years in supporting their customers through unprecedented times. With this competition, we want to give back and acknowledge the great support that retailers have provided, especially in recent times.”

RSP PMPs have seen value growth of 9% within savoury snacks and are the number one contributor to crisps and snacks growth in value vs other segments. They now account for 41% of crisps and snacks sales in the savoury snacks category, growing at +22.1% in the past two years.

Chapman added: “Shoppers are increasingly planning in advance more often when and where they shop, and therefore those retailers who choose to offer value for money through RSP PMPs can look to attract customers, help encourage repeat shopping trips, and increase their savoury snacking sales.”

CAWSTON PRESS LAUNCHES BIGGEST CAMPAIGN

Brand creates new Sparkling Sharing Bottles, a mix of pressed fruit and sparkling water, for the summer.

Cawston Press is launching its biggest campaign this summer to help combat the lack of understanding in fizzy drinks, along with a new ‘No Jiggery Pokery’ tagline.

The campaign aims to highlight the “often misleading messaging and opaque practices” that exist within the soft drinks industry. This is fuelled by an insight from its research, which shows that 63%, would prefer it if fizzy drinks were made with more natural ingredients, highlighting an underlying desire to consume more consciously.

Laura Hedderman, Head of Marketing at Cawston Press, said: “At Cawston Press, we’re on a mission to shine a light on how it’s possible to create great-tasting, sparkling soft drinks from real, recognisable and simple ingredients – no misleading language, hidden sweeteners or added sugar, which this research shows is more pertinent than ever.

“It’s exciting to see that such a large number (63%) of people want drinks with more natural ingredients and we hope to encourage the population to really consider what they choose to consume, and challenge the soft drinks industry to do more when it comes to transparency and real ingredients. We make life more difficult for ourselves by not cutting corners and doing things properly to create better-tasting soft drinks. We like to call it ‘no jiggery pokery’.”

Cawston Press will be distributing thousands of its soft drinks for free in London this month. The brand has also created new 750ml Sparkling Sharing Bottles, a mix of pressed fruit and sparkling water, for summer.

MALIBU INVITES CONSUMERS TO ‘DO WHATEVER TASTES GOOD’

The brand will also be present at festivals sampling its range of RTDs to drive consideration among its Gen Z audience.

Malibu has launched a campaign to encourage everyone to get into the summer mindset all year round.A new advert takes viewers into the world of Malibu on Coco the coconut horse, where they find an inclusive space where everyone is doing what they like, whenever they like.

The ad, which is live now and will run throughout July, will appear on social channels, digital out-of-home, and video-on-demand.

To drive further awareness of the new brand positioning, ‘Malibu’s Courtside Confessions’ will take over the outdoor terrace at Brixton Jamm, in South London, on 22 and 23 July. The brand will reward those who share their guilty pleasures, and an all-singing-all-dancing judge and jury will sentence them to complimentary cocktails and pizzas, branded merchandise, and bar tabs at local on-trade venues.

All guests will receive a Malibu RTD upon arrival and can choose from a menu of refreshing Malibu cocktails including a Piña Colada and Watermelon Mojito, while they enjoy immersive performances from world-leading alternative choir, London Gospel Choir, and a selection of DJs provide the soundtrack.

Marnie Corrigan, Brand Director at Pernod Ricard UK, said: “This campaign invites consumers to ‘Do Whatever Tastes Good’, to embrace their guilty pleasures and enjoy drinking their favourite Malibu cocktail or drink, and our new campaign features a wide range of moments and new ways in which to enjoy Malibu, that’s unapologetically you.”

In addition, Malibu will also be present at festivals including We Are Festival and South Facing this summer, sampling its range of RTDs and offering branded merchandise to drive consideration among its Gen Z audience. Malibu is also teaming up with beauty salons across the UK by sending out exclusive mini-fridges stocked with Malibu RTDs for consumers to enjoy while being pampered.

PICKS OF THE WEEK

BETTER CHEDDAR

Cathedral City has launched a £5m advertising campaign for 2022-23, centred around a new TV ad. Marking the start of the brand’s new three-year ‘Our Make it Better Cheddar’ campaign, the ad will air across national TV, on-demand, YouTube and social media.

ALTERNATIVE SUCKIES

The Collective is rolling a newdairy-free suckies range, inresponse to an increase indemand for dairy-free alternativesnacks for kids. The rangeof portable yogurt pouches will be available in two flavours – Strawberryand Peach & Apricot.

THOR POWER

Actiph Water is introducing three limited-edition bottles featuring characters from the launch of the latest Marvel Movie, Thor: Love and Thunder, which is in cinemas now. To support the new bottles the brand will be running a competition offering Thor-themed prizes.

BRAAI PROMO

Accolade Wines has brought back its ‘Bring on the braai’ promotion to its South African wine brand Kumala in partnership with barbecue manufacturer Napoleon Grills. The promotion runs until 9 August and is available across more than 285,000 bottles of Kumala.

BURNA BOTTLE

Pernod Ricard has rolled out a limited-edition Havana Club 7 Years bottle in collaboration with Nigerian singer Burna Boy. The bottle is available exclusively to convenience throughout July before a wider launch next month. A total of 72,000 bottles will be produced. RSP £26.99.

MARSHMELLO COKE

Coca-Cola Creations has collaborated with Grammy-nominated music producer Marshmello to create a limited-edition flavour. The zero-sugar drink is a fusion of Marshmello’s favourite flavours, strawberry and watermelon, combined with Coca-Cola.