Preference Choice Publication

Birds Eye celebrates Team GB sponsorship with "Powered by Plants" push

Gabby Fernie

Birds Eye Green Cuisine has teamed up with creative agency, ELVIS for an integrated campaign to support its role as the official plant sponsor of Team GB for the upcoming Tokyo Olympic Games. 

“Powered by Plants - proud to power Team GB” aims to bring Green Cuisine’s “Plant Power” proposition to life by combining imagery of Team GB athletes with exaggerated Manga-inspired illustrations to highlight their movement, in a nod to the Tokyo location of this year’s Olympic Games.

Using a bold art directional style, the campaign showcases the athletes propelled from a Manga-style plant-powered world into their kitchens, where they cook and enjoy Green Cuisine meals.

This activity is supported by a series of online recipes inspired by Tokyo 2020, featuring Japanese meals made with Green Cuisine, along with OOH, shopper marketing, PR, and an always-on reactive social strategy.

An updated TV spot for Green Cuisine has also been developed by ELVIS, with editing and playout managed by Hogarth.

“We are hugely proud that Green Cuisine is the plant-based sponsor at this year’s Olympic Games" said Marketing Director at Birds Eye, Sarah Koppens. "Partnering with ELVIS, we have created a dynamic, exciting campaign to celebrate the sponsorship and demonstrate that our products are packed full of powerful nutritional good stuff, giving athletes, and normal people like you and me, plant power. If it’s good enough for Team GB, it’s good enough for families across the nation!”