Birds Eye launches plant-based range with new multi-channel campaign via OMD

Food brand Birds Eye, has entered the plant-based category, announcing its new Birds Eye Plant Based range in an integrated campaign via OMD and Liquid Ideas.

‘The Future of Favourites’ multi-channel campaign has launched via ambassador and influencer content and a paid media partnership with, along with activity across social, digital and earned media.

Ambassadors fronting the campaign include fitness personality Sam Wood, author and TV host, Silvia Colloca, and chef Adam D’Sylva, with ambassador activity also supported by a wider panel of social influencers across the food, wellbeing, family and lifestyle spaces.

Plant-based meat grocery sales jumping by 46% in Australia in 2020 compared to 2019, according to the 2020 Food Frontier, State of the Industry.

According to Food Frontier, Deloitte Access Economics, Meat the Alternative report 2019, forecasts for the plant-based meat market to increase ten-fold from 2019 to 2030.

Simplot’s GM of marketing, Katie Saunders, said: “Our favourite dishes have the power to ignite rich emotion and memories — whether it’s mum’s spag bol recipe, the crowd-pleasing burger rolled out when friends come over, or your favourite san choy bau. Our new plant- based range and ‘Future of Favourites’ campaign shows that plant-based eating does not need to be about compromise, and you can still enjoy all your favourite dishes with a simple switch.”

“While the range is suitable for vegetarians and vegans, at Birds Eye we wanted to help all Aussies understand how easily plant-based alternatives are to introduce into your meals, with no compromise on flavour,” Saunders added.


Campaign development & creative lead: Liquid Ideas

Media: OMD

Production (video): Hase

Creative Client: Simplot Australia


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