Birds Eye Green Cuisine is revealing a new integrated campaign to support its role as the official plant-based sponsor of Team GB for the upcoming Tokyo Olympic Games. The push was developed in partnership with creative agency ELVIS.
To promote its first sponsorship of this size, Birds Eye selected its digital and social agency of record ELVIS as the lead creative agency for the partnership. Green Cuisine has worked with the agency to develop a sponsorship platform in order to boost brand awareness and drive sales amongst flexitarian families, with a focus on its taste credentials.
“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.
Running across OOH and social channels including Facebook, Instagram and TikTok, the push features impactful action shots of Team GB’s athletes, including Max Whitlock, Cheavon Clarke and Laviai Nielsen, with Manga-style illustrations amplifying their ‘plant power’. 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 shopper marketing, PR, and an always-on reactive social strategy. ELVIS also developed the storyboard and voiceover for an updated version of an existing Green Cuisine TV spot as part of the campaign, with editing and playout managed by Hogarth.
Media planning and buying for the campaign is by Zenith, talent management is by Publicis Sport, PR is by Cirkle and shopper activity is by Juice.
Sarah Koppens, Marketing Director, Birds Eye, said: “We are hugely proud that Green Cuisine is the plant-based sponsor at this year’s Olympic Games. 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!”
Rob Griffiths, Creative Director, ELVIS, added: “With so much noise around the Olympic Games, we wanted to create something out-of-the-ordinary to support Green Cuisine’s sponsorship of Team GB. Taking Tokyo as our inspiration, we’ve developed a brave and bold creative platform which positions the brand as a challenger, creating real stand-out for our audience of flexitarians.”
