Birds Eye owner Nomad Foods readies marketing shift to focus on sustainability
Nomad Foods is planning a shift in its marketing strategy to focus on sustainability for its slate of brands. The move has seen it expand the remit of ad agency McCann.
Nomad's sustainability strategy is in line with UN development goals/ Image via Nomad Foods
One of the largest frozen food companies in the world, Nomad’s sustainability strategy, ‘Eating for the Planet’, is built around the three pillars of better sourcing, better nutrition and better operations, and is supported by timebound targets in line with the UN’s sustainable development goals.
Its annual sustainability report shows how the company is widening its focus to address its impact in key areas through innovation and collaboration, including supporting its top 75% of suppliers by emissions, to set science-based targets by 2025.
It now wants that reflected in its marketing for its stable of brands which includes Birds Eye, Findus, Iglo and Green Cuisine.
Steve Axe, group chief marketing officer at Nomad Foods, said: “Our purpose is to serve the world with better food and our brands are perfectly positioned to meet the needs of an increasing number of consumers who want healthy, tasty, sustainably sourced food that delivers extra benefits such as helping them to reduce food waste…
“We want to empower consumers to help them make choices that are good for them and good for the planet and we’re really pleased to be working with a combined McCann/Golin team to help us communicate our sustainability story in a way that makes it easy for them to do this.”
McCann will work with Nomad on the development of a marketing strategy communications framework to that will cover its sustainable commitments. It will work alongside IPG agency Golin on the brief.
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Jessica Tamsedge, chief client officer, McCann Europe & UK, added: “There is no brand today that isn’t talking to its sustainability commitments and intentions. It is a rare privilege to work with a business like Nomad, whose portfolio of frozen foods is inherently sustainable and whose investment matches their ambition. We could not be more delighted to support the next evolution of Nomad Foods Europe’s end to end sustainability strategy and to be partnering with our colleagues at Golin to bring this to life.”
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Marketing sustainability has become increasingly challenging in recent times, as advertising bodies such as the Advertising Standards Authority continue to crack down on greenwashing, with large brands in the space including Innocent Drinks and Alpro facing repercussions for misleading customers on the sustainability of their products.