Birds Eye has relaunched its meat-free Green Cuisine brand with a new £4.4m advertising campaign aimed at reappraising and challenging consumers’ eating habits.

Called ‘Welcome to the Plant Age’, the campaign is billed as the biggest push for the brand to date and will include TV ads, new packaging, instore support, PR and OOH advertising.

Birds Eye said it would use animated characters to challenge consumers’ beliefs about plant-based diets and encouraged them to reassess their current eating habits using the Green Cuisine range.

“Our new brand platform played off the insight that choosing plant-based foods can sometimes feel like a compromise, even though there are so many benefits to including more meat alternatives within our diets,” said Green Cuisine marketing director Elle Barker.

“Our vision is to make a flexitarian diet accessible to all and with the help of new animated characters who challenge the way we think, Green Cuisine can demonstrate just how easy, delicious, and nutritious it can be to incorporate plant-based options into everyday meals.”

Birds Eye said it hoped this new campaign would build on the success and insights of Green Cuisine’s 2021 support of Team GB at the Tokyo Olympics.