Birds Eye promotes plant power with Team GB sponsorship

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Birds Eye has become the official sponsor of Team GB ahead of the Tokyo 2020 Olympic Games this summer, in a move designed to “make eating meat-free more mainstream and promoting ‘the power of plants’”.

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The partnership sees the brand launch a TV advert as part of a wider marketing campaign, incorporating in-store and social media activity and on-pack promotions.

Sarah Koppens, Birds Eye UK marketing director, said: “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.”