Birds Eye’s Green Cuisine Range Invites the UK to ‘Go Green’ in Billboard Takeover

This week, Green Cuisine and McCann UK, with two special build sites, is pasting over what appears to be the advertising of one of the nation’s favourite takeaways, in a daring new message to encourage chicken enthusiasts to consider the brand’s chicken-free dippers for their dinner instead.

This 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 campaign that sets out to encourage flexitarian consumers to swap to plant-based options in their meals.

Elle Barker, marketing director on Green Cuisine, says: “Many consumers feel that the plant-based category isn’t relevant for them for any one of a variety of reasons. Green Cuisine is always looking for opportunities to be bold, brave and impactful in the hope of encouraging consumers to make small but real changes in their diets and show how the category, and Green Cuisine, IS relevant to them."

“Choosing plant-based foods can sometimes feel like a compromise on taste or nutritional health but we’re confident consumers won’t find this the case when they make the swap to Green Cuisine! Our ambition is to help make a flexitarian diet accessible to all and make it that little bit easier, and tastier, for those who want to reduce their meat intake, whether it’s every day, once a week or just every now and then. Our chicken-free dippers are a delicious and easy way to make a simple swap to plant-based and our billboards are intended to be a fun, and thought-provoking, way to drive top of mind awareness, of both the brand and the category.”