Olympic promotion launched by Birds Eye Green Cusine

Birds Eye Green Cuisine has launched a new on-pack promotion offering daily family sports prizes up for grabs, as part of its partnership with Team GB ahead of the Paris 2024 Olympic Games.

Running until August, the promotion will feature across the brand’s main range, including Green Cuisine Veg Fingers, Fishless Fingers and Chickenless Dippers. All entrants will also be entered into a grand prize draw to win a trip for two to the Paris 2024 Olympics, including travel, accommodation and tickets to see a live event.

The on-pack promotion will be available from January to August 2024, across all major retailers in the UK.

As well as the on-pack promotion, Green Cuisine will run a three-part digital content series that will provide insight into the lifestyles of British Olympians, helping to educate shoppers on the nutritional benefits of plant-based and how Olympians fuel their bodies ahead of the Paris Olympic Games. Max Whitlock, three-time Gold Olympic medallist, is now Green Cuisine’s brand ambassador and will help bring its messages to life.

UK & IRE Marketing Cluster Lead at Green Cuisine Victoria Westwood said: “We wanted to kick start the new year by giving back to consumers and putting into practice our mission of making plant-based products accessible to all. We know that consumers still want to reduce their meat consumption with between 40-50% of people trialling a meat substitute over the last year, so we are looking for ways to entice consumers to buy into the category further.

“Through this on-pack promotion, we wanted to offer shoppers more value and provide a real incentive for them to re-engage with the meat free category. Research has shown that 54% of low-income parents either plan to or have already cut back on the number of sports clubs they send their child to. We want to be the helping hand that allows parents and children to not only eat nutritionally but be able to get active together. By partnering with Max Whitlock and Team GB, we want to move the conversation around plant-based to show it is a nutritious and power-packed meat-alternative, that can fuel consumers’ daily lives.”