Birds Eye Green Cuisine: Rebranding plant-based by powering Team GB

Birds Eye, a food brand, launched a campaign in the UK to increase awareness, attract flexitarian shoppers, find new ways to speak to more shoppers, drive consumption and keep the brand front and centre.

Executive Summary

The untapped power of plant-based

In 2021, the plant-based category was performing strongly, making it a challenge for new players to cut-through in the media and on shelf. Coupled with lingering perceptions concerning the nutritional capabilities of meat-free products, a dramatic intervention was needed. With more brands competing in this space, Birds Eye needed to emphasise the benefits of both the plant-based category and the Green Cuisine range.

In 2021, Birds Eye Green Cuisine smashed misconceptions to make plant-based food more mainstream. Focusing on the Power Of Plants, Birds Eye took on...

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