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Birds Eye welcomes people to the ‘Plant Age’ with campaign for meat-free range

By Taruka Srivastava | Freelance journalist

July 11, 2022 | 3 min read

Birds Eye is questioning why consumers aren’t able to switch to plant-based choices with its ‘Welcome to the Plant Age’ campaign.

Birds Eye Green Cuisine is urging people to switch to plant based choices to tackle climate change

Birds Eye is urging people to switch to plant-based choices to help tackle climate change

As part of the campaign to promote the brand’s meat-free range Green Cuisine, two animated spots have been created by McCann London.

The first features a father and daughter discussing her first try of a meat-free burger, but her dad refusing to switch because “life is complicated as it is.” The second shows a daughter telling her mother she would love to have meatless fish pies, but her mother won’t try it for fear of change.

Research suggests that meat consumption in the EU needs to drop by 71% by 2030 to help tackle climate change. However, many consumers struggle to identify with this statistic, feeling that the category isn’t relevant for them.

The campaign will run across TV and digital, before new packaging is rolled out across stores in August. The integrated campaign was written and art directed by Andy Parkman, Will Cottam, Connor Wynn and Jack Stoten at McCann London, directed by Tom George at 2AM and Martin Poole at Dillon & Friends, and illustrated by Rob Flowers at Everyone Agency. Production was handled through Hogarth. The campaign will roll out to other markets across Europe over the next year.

Elle Barker, Green Cuisine marketing director, said: “We’re really excited to launch our new Green Cuisine campaign and to welcome everyone into the Plant Age. The creative that McCann has developed really addresses the insight that to reduce our carbon footprint we need to eat less meat, but it can sometimes feel like a compromise.

“Through curious kids who challenge people to think again, we can show that Green Cuisine makes a flexitarian diet more accessible by showing consumers how easy, tasty and nutritious it can be to incorporate plant-based options into your everyday meals.”

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