A series of plant-based billboards can be spotted in the UK from frozen food brand Birds Eye and they promote the Green Cuisine range by "hijacking" billboards from competing brands that make meat products. With these out of home advertisements, the brand is challenging chicken lovers to trade their usual bucket and finger-licking habits for plant-based dippers. As Birds Eye states, "It doesn’t have to be chicken to make you wanna lick your fingers."
This campaign supports the recent relaunch of the Birds Eye Green Cuisine brand, which came with a fresh new look and packaging for the range of plant-based products. The fresh, bright and green billboards match the new look of the product packaging and help to position the plant-based products as crave-worthy.
Plant-Based Billboard Takeovers
Birds Eye Promoted a Plant-Based Range & Challenged Competitors
Trend Themes
1. Plant-based Advertising - Using plant-based advertising as a way to market food alternatives and challenge traditional meat products.
2. Out of Home Advertising - Hijacking billboards from competing brands to promote an alternative product.
3. Product Relaunch - Refreshing the look and packaging of a product line to appeal to a wider audience.
Industry Implications
1. Frozen Food - Using plant-based alternatives to promote frozen food products and appeal to vegetarian and vegan markets.
2. Advertising - Innovative advertising campaigns that grab consumers' attention and challenge traditional norms.
3. Food Packaging - New product packaging designs that reflect the values and messaging of the product line.