Birds Eye Launched a Meat-Free Green Cuisine Line as a New Campaign
Grace Mahas — July 25, 2019 — Eco
References: birdseye & fabnews.live
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.
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.
Trend Themes
1. 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.
2. 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.
3. 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.
Industry Implications
1. 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.
2. 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.
3. 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.
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