Team GB have announced that Birds Eye has become their official supporter ahead of the Tokyo 2020 Olympic Games set to go forward this summer.
The partnership means that Birds Eye's Green Cuisine brand will become the official plant-based supporter of Team GB and will aim to use the collaboration to make meat-free alternatives a more mainstream option for shoppers in Great Britain.
Birds Eye will also be launching a TV commercial alongside Team GB as part of the marketing campaign, 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 and 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, the 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.”
Author: Jake Wilkin