Birds Eye is bolstering the recent launch of its meat-free Green Cuisine range with a media campaign called ‘Whoops, I’m a Bit Veggie!’.

Produced by Grey London, the heavyweight investment – initially worth £2m – will be airing on national TV from this week and will run through the summer.

“Our Green Cuisine range has performed really well in the short period since its launch and has taken Birds Eye into a new product category”, said Steve Challouma, Marketing Director at Birds Eye.

“We wanted to embrace that change with a different creative approach to how we communicate the range.

Tongue-in-cheek campaign

“The tongue-in-cheek tagline perfectly encapsulates the overall consumer trend towards meat-free eating, while poking a little fun at some established stereotypes around ‘typical’ meat eaters.