Birds Eye Green Cuisine is launching an integrated campaign urging people to ‘Stuff Veganuary’ as it seeks to stand out amongst the January noise and encourage meat eaters to try its products. The campaign, which breaks on 26 December, was developed in partnership with creative agency Elvis, and will run across digital, social, TV, video-on-demand, programmatic, shopper channels and out-of-home.

It aims to reject the pressures to go completely vegan in January, instead encouraging people to do what they can to reduce their meat intake, by trying Green Cuisine’s range of plant-based foods. Art direction for the campaign has been inspired by social movements, with executions displaying the campaign message in a bold, impactful typeface and the product held proudly aloft. 

“Green Cuisine’s wide range of meat-free options makes it even easier for shoppers to add more plant-based foods to their diet, throughout January and the rest of 2022,” said Birds Eye Green Cuisine Senior Brand Manager, Victoria Westwood. “Green Cuisine enables people to enjoy plant-based foods without having to label themselves or opt for a whole new lifestyle, and we wanted our new campaign to reflect that. Elvis came up with a bold idea which defies category norms to cut through all of the noise at this time of year. ‘Stuff Veganuary and do what you can-uary’ is a cheeky but positive message which anyone who wants to eat a bit less meat can get behind.”