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GREEN CUISINE BACKS TEAM GB
New Birds Eye £2.7m campaign sees plant-powered Green Cuisine range partner with Olympic Team GB.
Birds Eye has launched a new heavyweight
Sarah Koppens, Birds Eye UK & I Marketing
marketing campaign focusing on the link between
Director, said: “Our Team GB ambassadors share
its plant-powered Green Cuisine range and Team
our ambition to inspire more shoppers to consider
GB. Aired for the first time on Monday, the ad
making meat-free part of their everyday meals,
celebrates Green Cuisine becoming the official
helping to power them through their daily lives and
plant-based supporter of Team GB ahead of the
sporting activities. As the fastest growing frozen
upcoming Tokyo 2020 Olympic Games.
meat-free brand [Nielsen, Mar 2021], the recipe for
The ad features prominent Team GB athletes
our success has been the combination of launching
and ambassadors including five-time Olympic med-
original and exciting products with the support of
allist Max Whitlock (artistic gymnastics), Cheavon
heavyweight marketing campaigns.”
Clarke (heavyweight boxer) who is a two-time
To bring the campaign to life further, Birds
European Championship medallist and ranked
Eye will be giving consumers the chance to win
number five in the world and Laviai Nielsen (400m
hundreds of themed prizes as part of an on-pack
sprinter) who became double British champion at
promotion, featured on their special edition Team
the 2020 British Athletics Championships.
GB Green Cuisine packs. Prizes on offer will
With a direct nod to the event’s host, a bold and
include a once-in-a-lifetime lunch with a Team
eye-catching Japanese manga look and feel will be
GB athlete, highly-prized Team GB merchandise
included across all touchpoints. The campaign will
signed by athletes, exercise class vouchers, prod-
feature a wide selection of Green Cuisine products
uct vouchers and more.
with the ad focusing on meat-free burgers.
24 I SLRMAG.CO.UK / ISSUE 63 / WEDNESDAY 7TH JULY 2021
See a full product list and further details.
