Birds Eye is relaunching its meat-free Green Cuisine brand with a new advertising campaign that challenges beliefs about plant-based diets and encourages consumers to reassess their current 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 includes TV ads, new packaging, in-store support, PR and out-of-home advertising.
The new brand identity builds on insights gained from Green Cuisine’s support of Team GB at the 2020 Tokyo Olympics.
The Green Cuisine range includes chicken-free dippers, meat-free burgers and fishless fingers, as well as veg-packed options, including veggie fingers.
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 and with the help of new animated characters who challenge the way we think, 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; new packaging, PR and out-of-home advertising rolls out from August onwards.
