Birds Eye supports Team GB partnership with marketing campaign

The campaign will span TV, out-of-home, in-store, on-pack and social media, featuring prominent Team GB athletes including gymnast Max Whitlock, heavyweight boxer Cheavon Clarke and sprinter Laviai Nielsen.

Birds Eye is also running consumer competitions offering themed prizes, including lunch with a Team GB athlete, Team GB signed merchandise, exercise class vouchers, products vouchers and more.

Sarah Koppens, Birds Eye marketing director, said: “As the fastest growing frozen meat-free brand, the recipe for our success has been the combination of launching original and exciting products with the support of heavyweight marketing campaigns.

“Shoppers trust Birds Eye as a family-facing brand on account of our long-established heritage, and the Green Cuisine range builds upon our expertise in the frozen category.

“The range perfectly meets the needs of shoppers, offering a number of meat-free alternatives of some of the nation’s favourite, whilst providing nutrition, convenience and great taste.

“We are thrilled with the number of new shoppers we have brought into the category, with penetration of the Green Cuisine range already up to 9%.”