Birds Eye today launched a new heavyweight marketing campaign to celebrate its partnership with Team GB.
The campaign will focus on the link between its plant-powered Green Cuisine range and Team GB, spanning across TV, out of home, in-store, on-pack promotions and social media activity.
Activity surrounding the new campaign will feature three Team GB athletes as brand ambassadors, including: five-time Olympic medallist Max Whitlock (Artistic Gymnastics), who became Britain’s first ever gold medallist in artistic gymnastics when he won both the men’s floor and pommel horse exercises at the 2016 Summer Olympics; Cheavon Clarke (Heavyweight Boxer) who is a two-time European Championship medallist, a Commonwealth Games bronze medallist and ranked number five in the world; and Laviai Nielsen (400m Sprinter) who became double British champion at the 2020 British Athletics Championships.
The campaign will feature a wide selection of Green Cuisine products with the TVC focusing on the meat-free burgers.
Sarah Koppens, Birds Eye UK& I marketing director, said: “Working with Team GB is such a natural and obvious fit because their athletes need to be at the peak of their physical condition in order to deliver their best performances – and balanced, tasty nutrition has a huge role to play in achieving that. Green Cuisine products offer a great source of plant protein and other nutrients, forming the building blocks for muscles and bones and playing an important role for anyone who wants to lead an active lifestyle.
“As the fastest growing frozen meat-free brand, the recipe for our success has been the combination of launching original and exciting products with the support of heavyweight marketing campaigns. Shoppers trust Birds Eye as a family-facing brand on account of our long-established heritage, and the Green Cuisine range builds upon our expertise in the frozen category.
“The range perfectly meets the needs of shoppers, offering a number of meat-free alternatives of some of the nation’s favourite, whilst providing nutrition, convenience and great taste. We’re thrilled with the number of new shoppers we have brought into the category, with penetration of the Green Cuisine range already up to 8.7 per cent.”
To bring the campaign to life further, Birds Eye will be giving consumers the chance to win hundreds of themed prizes as part of an on-pack promotion, featured on their special edition Team GB Green Cuisine packs. Prizes on offer will include a once-in-a-lifetime lunch with a Team GB athlete, highly-prized Team GB merchandise signed by athletes, exercise class vouchers, product vouchers and more.
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