The Drum Awards for Marketing EMEA - Awards Show

-d -h -min -sec

Brand Purpose Creative Works Birds Eye

Ad of the Day: Birds Eye ‘hijacks’ KFC billboard to promote plant-based range


By Amy Houston, Senior Reporter

September 1, 2022 | 2 min read

The frozen food brand has preyed on the fried chicken chain in a cheeky out-of-home spot for its Green Cuisine offering.

Birds Eye

Birds Eye tries to ruffle a few feathers with this billboard stunt / McCann

Taking a swipe at KFC, Birds Eye has challenged chicken-lovers to ditch their favorite bucket and get on board with the brand’s plant-based dippers instead.

Pasting over what appears to be a KFC billboard, the out-of-home (OOH) stunt reads: ‘It doesn’t have to be chicken to make you wanna lick your fingers.’

The campaign comes off the back of Birds Eye’s Green Cuisine brand relaunch, which has seen a packaging and brand redesign alongside the new ‘Welcome to the Plant Age’ advertising push.


Creative: McCann

PR: Cirkle

Interested in creative campaigns? Check out our Ad of the Day section and sign up for our Ads of the Week newsletter so you don’t miss a story.

Birds Eye

Birds Eye: Welcome to the Plant Age by McCann

By Birds Eye

Overall Rating 4/5

Vote now
Brand Purpose Creative Works Birds Eye

More from Brand Purpose

View all


Industry insights

View all
Add your own content +