Families in search of an easy way to increase their intake of vegetables can now turn to Birds Eye's meat-free Green Cuisine range. The new line was launched using a vampire-themed commercial titled 'Whoops, I'm a Bit Veggie!' that will be airing on national television shortly.
The commercial features a gothic scene at a vampire convention where attendees accidentally eat the plant-based burgers from the Green Cuisine line. After the initial shock, the vampires all declare: "Whoops, I'm a bit veggie." Steve Challouma, marketing director at Birds Eye, said: "The tongue-in-cheek tagline perfectly encapsulates the overall consumer trend towards meat-free eating, while poking a little fun at some established stereotypes around ‘typical’ meat-eaters."
The Green Cuisine meat-free line is targeted towards "flexitarians" who prefer to consume plant-based products on occasion.
What's Driving This Trend
- Meat-free Eating
- The rise of meat-free eating trends presents an opportunity for innovative plant-based food products like Birds Eye's Green Cuisine line.
- Flexitarian Lifestyle
- The growing popularity of flexitarianism highlights the need for food brands to provide options that cater to individuals who occasionally choose plant-based alternatives.
- Tongue-in-cheek Marketing
- Humorous and unconventional marketing strategies, like Birds Eye's vampire-themed commercial, tap into consumer trends and challenge existing stereotypes to engage a wider audience.
Who This Affects Most
- Food Industry
- With the increasing demand for meat-free options, the food industry has a prime opportunity to create and promote innovative plant-based products.
- Advertising Industry
- The success and attention garnered by Birds Eye's vampire-themed commercial suggest that unconventional and humorous marketing campaigns can make a significant impact in capturing consumer interest.
- Health and Wellness Industry
- The flexitarian lifestyle trend emphasizes the importance of health-conscious alternatives, creating avenues for the health and wellness industry to develop and market products that align with consumer preferences.
