Game is again selling cans of Christmas dinner in a tin (Christmas Tinner), and this time it is accommodating vegans and veggies with its unappetising slab of grub.
In 2013, the Christmas Tinner, from MHP, first turned stomachs with a can filled with Xmas dinner; egg, meat, carrots, trimming and pudding. It was created to solidify the retailer as the place to buy games during the festive season with the next-gen of games consoles, the PS4 and Xbox One, hitting shelves.
Now six years later, the gaming environment has changed, a large chunk of games transactions are now digital, meaning the retailer has had to adapt to drive footfall and brand recognition. Working with creative digital PR agency Rise at Seven, Game has created some new vegan and vegetarian tinners. For just £1.99, there will be no shortage of streamers and influencers lining up to chow down the full three courses in a can.
The work ties into the veggie trend (that saw Greggs cause a stir with the vegan sausage roll earlier this year).
The Vegetarian Christmas Tinner has 12 layers, including gingerbread pancakes, a nut roast, veggie pigs in blankets, a yule log and a Toblerone.
The Vegan Christmas Tinner option has scrambled tofu, tempeh bacon, a mushroom Wellington, and vegan chocolate cake and custard.
Emma Butler, digital marketing specialist at Game, said: "The original Christmas Tinner has been so popular with gamers over the last several years that this year we've been inundated with requests for a vegan or vegetarian alternative. There are now 3.5 million vegans in the UK and we have had to respond to the shift in consumer behaviour habits and demand and make sure our products are appealing to all."
Carrie Rose, creative director at Rise at Seven, added: "Game contacted us regarding this project after receiving a number of requests for new vegan and vegetarian options. They found that every year the number of searches on the website for the product increased, with more and more gamers searching for alternative ingredients of the tinner. They needed to create a product that appealed to their whole audience whilst remaining tasty too."