The Birds Eye 'Do What You Canuary' Campaign Touts Meat-Free Meals
Michael Hemsworth — December 18, 2021 — Marketing
References: birdseye & talkingretail
The Birds Eye 'Do What You Canuary' campaign is being launched by the brand in the UK to encourage consumers to make as many small changes as they can to try out a meat-free, plant-based diet. The campaign highlights the brand's meat-free products and takes a more relaxed approach to the yearly tradition of cutting out meat in favor of a plant-based diet. This comes as an extension of the existing marketing endeavors and could help to draw in more consumers who might be a bit hesitant to try out a new diet.
Senior Brand Manager at Birds Eye Victoria Westwood commented on the Birds Eye 'Do What You Canuary' campaign saying, "We’re on a mission to show how plants can be at the heart of every meal, and encourage people to increase their consumption of plant-based food for both the benefit of themselves as well as the planet. Yet, while Veganuary is crucial in attracting new shoppers to the category, we recognise that many are caught between wanting to make a difference but without having to commit to completely shifting away from meat-based products. Do-what-you-canuary’ targets flexitarian shoppers who want to reduce their meat consumption, but on their own terms and without the associations that come with being labelled as a vegan or meat-eater."
Senior Brand Manager at Birds Eye Victoria Westwood commented on the Birds Eye 'Do What You Canuary' campaign saying, "We’re on a mission to show how plants can be at the heart of every meal, and encourage people to increase their consumption of plant-based food for both the benefit of themselves as well as the planet. Yet, while Veganuary is crucial in attracting new shoppers to the category, we recognise that many are caught between wanting to make a difference but without having to commit to completely shifting away from meat-based products. Do-what-you-canuary’ targets flexitarian shoppers who want to reduce their meat consumption, but on their own terms and without the associations that come with being labelled as a vegan or meat-eater."
Trend Themes
1. Flexitarianism Trend - Marketing campaigns encouraging a flexible approach to meat-free lifestyles, such as Birds Eye's 'Do What You Canuary', can tap into the growing trend of flexitarianism.
2. Plant-based Diet Trend - The rise of plant-based diets presents an opportunity for food companies, like Birds Eye, to develop and promote meat-free products that can cater to consumers looking to reduce their meat consumption.
3. Disruptive Marketing Trend - Marketing campaigns, like Birds Eye's 'Do What You Canuary', that take a more relaxed approach to traditional health trends can disrupt the marketing landscape and appeal to a wider range of consumers.
Industry Implications
1. Food Industry - Food companies, like Birds Eye, can innovate by developing new plant-based products and marketing campaigns that appeal to the growing trend of plant-based diets and flexitarianism.
2. Marketing Industry - The marketing industry can disrupt traditional health trends by developing campaigns, like Birds Eye's 'Do What You Canuary', that take a more relaxed approach to dietary changes and appeal to a wider range of consumers.
3. Sustainability Industry - Plant-based diets are seen as more sustainable and environmentally friendly, presenting an opportunity for the sustainability industry to partner with food companies, like Birds Eye, to promote more sustainable dietary choices.
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