Campaign of the Year 2022

30 November 2022

Birds Eye - Proud to Power Team GB

In 2021, the plant-based category was performing strongly but was still disproportionately overdelivering in January (Veganuary) compared to the rest of the year. This presented a challenge for new players to cut-through in the media and on shelf and were missing out on a huge growth opportunity.


That summer, Birds Eye Green Cuisine smashed misconceptions of plant-based food and brought it into the mainstream, while also overcoming the purchase barrier that many consumers didn’t consider meat-free products to fulfil daily nutritional requirements, particularly when it came to protein.

How? By becoming the official plant-based partner of Team GB at the 2020 Tokyo Olympic Games and demonstrate to shoppers that ‘if it’s good enough for an Olympic athlete, it’s good enough for me’.

Breaking down boundaries of what traditionally was seen as what an athlete needed to eat to succeed, the team delivered a high investment, multi-channel campaign in just three months.

Activated across Digital, TV, out-of-home, on-pack, instore, PR and experiential, the campaign saw three Team GB athletes challenge the stereotypical view of sportspeople needing meat in their diets to succeed and helped move the conversation around plant-based on.

The campaign’s consistent and powerful creative guaranteed brand presence throughout the shopper journey and maximised the reach of the campaign at the point of sale.