Birds Eye has become an official supporter of Team GB ahead of the Tokyo 2020 Olympic Games which are due to start on 23 July.
The tie-up will see Birds Eye’s Green Cuisine brand become the official plant-based supporter of the British team as part of the brand’s efforts to make eating meat-free more mainstream.
The collaboration will see Birds Eye launch a new TVC tag as part of a marketing campaign, which will incorporate in-store activations, on-pack promotions and social media activity with Team GB athletes.
Sarah Koppens, Birds Eye UK Marketing Director, said: “We are so proud to become the official plant-based partner to power Team GB. As the fastest growing frozen meat-free brand, we have a relentless ambition to demonstrate the delicious power of plants, dispelling any lingering misconceptions around the meat-free category.
“We conducted a quick-fire Facebook poll with a group of past and present Team GB athletes and over two-thirds said they’ve actively reduced their meat consumption over the past three years. We look forward to bringing some of their stories to life throughout our campaign.”
Tim Ellerton, British Olympic Association Commercial Director, added: “This is an exciting partnership in a really interesting area, not just in our athlete community but on a wider national scale as meat-free and plant-based diets become increasingly popular. The team at Birds Eye have some very exciting activation plans in the coming months and we’re proud to support them in bringing those plans to life with the help of a variety of Team GB athletes.”
The Birds Eye Green Cuisine range is now worth £17.5m in the UK with a portfolio consisting of frozen meat-free versions of well-known Birds Eye lines, such as Chicken-Free Dippers, Veggie Fingers and Veggie Burgers.
