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Birds Eye: Whoops, I’m a Bit Veggie
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Having first hit shelves a little earlier this year, Birds Eye is bolstering the launch of its meat-free Green Cuisine range with a distinctive media campaign called 'Whoops, I'm a Bit Veggie!'. Produced by Grey London, the heavyweight investment – initially worth £2m - will be airing on national TV from this week and will run through the summer. With a number of creative assets that tie in with the ‘Whoops, I’m a Bit Veggie!’ tagline to develop the campaign as it progresses, the vampire creative kicks things off this week. Depicting a gothic scene that plays host to a vampire convention, the guests find themselves accidentally eating meat-free burgers from the Green Cuisine range, much to their shock. Upon making this realisation, they each declare that they are each in fact a ‘little bit veggie,’ having enjoyed the burgers so much. The campaign plays off the fact that, despite the exceptional growth of people opting for vegan diets, 92% of plant-based meals are eaten by non-vegans. Today over 4.83 billion evening meals are consumed with no meat, representing almost 30% of all evening meals. Birds Eye’s Green Cuisine range capitalises on the popularity of flexitarian diets and people’s desire to eat more meat-free products by offering a tasty, healthy alternative from a brand they know and trust. The ‘Whoops, I’m a Bit Veggie!’ campaign underpins this exactly.
Planner: Daniel Sherrard Related |
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