Plant power in the freezer

Birdseye green cuisine

BIRDS Eye has relaunched its meat-free brand Green Cuisine, and it’s backing the plant-based range with a new advertising campaign.

The new ‘Welcome to the Plant Age’ campaign represents a £4.4m investment in the brand.

Birds Eye has updated Green Cuisine packaging while also introducing new animated characters to represent the brand across marketing materials.

As part of the latest campaign, Birds Eye Green Cuisine will benefit from new TV adverts, in-store support, PR activity and out-of-home advertising.

It comes at a time of significant growth for ‘alternative protein’ according to Birds Eye. The frozen food brand highlighted forecasts which predict the overall category will account for 11% of protein by 2035.

Despite this predicted growth, Birds Eye reckons that many consumers feel plant-based products aren’t relevant to them – a viewpoint its ‘Welcome to the Plant Age’ campaign has been designed to challenge

Elle Barker, marketing director for 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.”
Birds Eye’s latest Green Cuisine campaign follows its support of Team GB at the 2020 Tokyo Olympics.