Birds Eye Meat-Free Campaign Promotes Veganuary

Frozen food giant, Birds Eye is launching a meat-free campaign during Veganuary.

The “Do-what-you-canuary” aims to help shoppers implement changes in their diets without feeling the pressure of going 100% meat and dairy-free for the whole month.

The company wants to empower shoppers to reduce the amount meat they eat and encourage them "to ‘do what they can’ when it comes to increasing their consumption of plant-based products”.

The “Do-what-you-canuary” campaign starts on 3rd January 2022. The ads will appear on TV, video-on-demand and online platforms, as well as in leading supermarkets.

Veganuary is an important month for retailers of meat and dairy alternatives and for the brands themselves.

Birds Eye said the month long campaign attracts many new shoppers into the meat-free category. The company saw a 20% increase in sales last January. Last year, it accounted for 9% of total annual meat-free sales.

Victoria Westwood, senior brand manager at Birds Eye, commented: “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.

“We want to reassure shoppers to do what they can when it comes to enjoying meat-free food, and to do so free from the labels, pressures and pretention of plant-based eating.

“With the number of options available as part of our Green Cuisine range, we’re perfectly positioned to make it even easier for shoppers to add more plant-based foods to their diet, throughout January and the rest of 2022.”