The Birds Eye Green Cuisine brand is relaunching its meat-free products in the UK with new branding and a marketing campaign to keep it relevant for today's consumer. The brand is keeping the signature green-based branding but with a few distinct style changes and is launching the Welcome to the Plant Age campaign to coincide. The campaign is launching on TV and digital in the UK now alongside the new packaging to encourage consumers to try out one of the brand's many meat-free options.
Marketing Director on Green Cuisine Elle Barker commented on the new Birds Eye Green Cuisine brand relaunch saying, "Our new brand platform plays off the insight that choosing plant-based foods can sometimes feel like a compromise, even though there are so many benefits to including more meat alternatives within our diets. Our vision is to make a flexitarian diet accessible to all and with the help of new animated characters who challenge the way we think, Green Cuisine can demonstrate just how easy, delicious, and nutritious it can be to incorporate plant-based options into everyday meals.”
What Makes This Trend Stand Out
- Meat-free Rebranding
- Brands can explore rebranding their meat-free products to keep up with changing consumer tastes.
- Welcoming the Plant Age
- Campaigns that promote the benefits of plant-based diets can capture consumers' attention.
- Flexitarianism
- Encouraging consumers to try more meat alternatives can help promote a flexitarian diet.
Sectors Adopting This
- Food Production
- Food production companies can update their meat-free branding and marketing strategies to cater to the growing demand for plant-based products.
- Advertising
- Marketing and advertising firms can work with food production companies to develop campaigns that promote the benefits of plant-based diets.
- Retail
- Retailers can promote meat-free products and encourage consumers to try them out to capitalize on the growing trend toward plant-based diets.
