Frozen food brand Birds Eye has relaunched its ‘Green Cuisine’ brand platform with a new TV ad campaign created with McCann London which aims challenge consumer scepticism around plant-based alternatives.
‘Welcome to the Plant Age’ asks awkward questions around people’s reluctance to try more plant-based foods and encourages people to try out Birds Eye’s ‘Green Cuisine’ range as an eco-friendly option.
The campaign comes as research indicates that EU-wide meat consumption needs to drop by 71% by 2030 in order to effectively fight climate change, but that many consumers struggle to identify or engage with plant-based alternatives, a mindset that these ads aim to change.
McCann’s 360 campaign for the ‘Green Cuisine’ range will attempt to refresh the brand’s identity through the introduction of new animated characters who challenge their parents’ pre-conceived notions and prejudices surrounding plant-based foods.
The nationwide campaign launched yesterday across TV and digital media before new Green Cuisine packaging hits supermarket shelves in August, a wider-scale rollout across continental Europe will follow later in the year.
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“We’re really excited to launch our new Green Cuisine campaign and to welcome everyone into the Plant Age,” Birds Eye Green Cuisine marketing director, Elle Barker said.
“The creative that McCann has developed really addresses the insight that to reduce our carbon footprint we need to eat less meat, but it can sometimes feel like a compromise.
She continued: “Through curious kids who challenge people to think again, we can show that Green Cuisine makes a flexitarian diet more accessible by showing consumers how easy, tasty and nutritious it can be to incorporate plant-based options into your everyday meals.”
McCann London creative director, Matt Crabtree added: “Kids huh? Those little cherub faces that are always able to ask us the most challenging of questions and get away with it.
“The team used this idea to create this charming yet disruptive campaign for Green Cuisine, where our animated kids innocently welcome us into a more progressive and sustainable future for food – The Plant Age.”
