Birds Eye Green Cuisine is to launch a new integrated campaign urging people to “Stuff Veganuary” as it seeks to stand out amongst the January noise and encourage meat eaters to try its products. The push, which goes live on the 26th December, was developed in partnership with creative agency ELVIS.
With so many plant-based brands launching campaigns to coincide with Veganuary each year, ELVIS and Birds Eye worked to develop a bold creative platform with real cut through, going against category norms and taking a challenger brand approach to the annual event.
The cheeky but empowering “Stuff Veganuary and do what you can-uary” aims to reject the pressures to go completely vegan in January, instead encouraging people to do what they can to reduce their meat intake, by trying Green Cuisine’s range of plant-based foods.
The campaign reflects Birds Eye Green Cuisine’s ‘Freedom’ positioning and its ongoing efforts to free people from the labels, pressures and pretention of plant-based eating.
A TV spot depicts a family sitting around a table as they find out how Birds Eye Green Cuisine can make it easy to eat meat-free more frequently. It ends with the line, “Stuff Veganuary, just do what you can-uary, with Birds Eye Green Cuisine”.
Art direction for “Stuff Veganuary” is inspired by social movements, with executions displaying the campaign message in a bold, impactful typeface and the product held proudly aloft.
The push will run across TV, video-on-demand, digital, social, programmatic, shopper channels and out-of-home touchpoints. Media planning and buying for the campaign is by Zenith, TV production is by Hogarth, shopper activity is by Juice, and PR is led by Cirkle.
Victoria Westwood, Senior Brand Manager, Birds Eye Green Cuisine, said: “Green Cuisine’s wide range of meat-free options makes it even easier for shoppers to add more plant-based foods to their diet, throughout January and the rest of 2022. Green Cuisine enables people to enjoy plant-based foods without having to label themselves or opt for a whole new lifestyle, and we wanted our new campaign to reflect that. ELVIS came up with a bold idea which defies category norms to cut through all of the noise at this time of year. “Stuff Veganuary and do what you can-uary” is a cheeky but positive message which anyone who wants to eat a bit less meat can get behind.”
Rob Griffiths, Creative Director, ELVIS, added: “With the rest of Green Cuisine’s competitors buying into the Veganuary concept, we wanted to take an unexpected and unforgettable approach with a campaign that disrupts the status quo.
“We’re going to kick the pressure to go completely vegan in January to the kerb, and reward those who simply give it their best shot.”