Birds Eye Becomes Plant-based Supporter Of Team GB

Team GB has announced Birds Eye as an Official Supporter ahead of the rescheduled Tokyo 2020 Olympic Games.

The collaboration will see Birds Eye’s Green Cuisine brand become the ‘Official Plant-Based Supporter of Team GB’, and will aim to use the partnership to make meat-free alternatives more mainstream.

Birds Eye will also launch a new Team GB TV commercial tag as part of its marketing campaign for the partnership, which will also incorporate in-store activations, on-pack promotions, and social media activity with Team GB athletes.

“This is an exciting partnership in a really interesting area, not just in our athlete community but on a wider national scale as meat-free and plant-based diets become increasingly popular,” said Tim Ellerton, Commercial Director, the BOA.

“The team at Birds Eye have some very exciting activation plans in the coming months and we’re proud to support them in bringing those plans to life with the help of a variety of Team GB athletes.”

Sarah Koppens, Birds Eye UK Marketing Director, said: “We are so proud to become the official plant-based partner to power Team GB. As the fastest growing meat-free brand, we have a relentless ambition to demonstrate the delicious power of plants, dispelling any lingering misconceptions around the meat-free category.

“We conducted a quick-fire Facebook poll with a group of past and present Team GB athletes and over two-thirds said they’ve actively reduced their meat consumption over the past three years*. We look forward to bringing some of their stories to life throughout our campaign.”

The rescheduled Olympic Games are set to begin in Tokyo on 23rd July.