BRIEF
Develop a campaign to introduce Birdseye’s Green Cuisine range of vegetarian meat substitutes, emphasizing their bold flavors and hearty textures. The objective was to challenge preconceptions about veggie burgers, positioning them as a delicious, satisfying alternative to traditional meat-based options.
CONCEPT
Green Cuisine is not what you'd expect from a typical veggie burger. Big, juicy, and packed with flavor, they surprise even the most skeptical of eaters. To reflect this juxtaposition, the campaign centres around an unexpected fan of the burgers someone you’d never associate with vegetarian food. This twist sparks intrigue and humor, flipping perceptions of plant-based meals while showcasing just how indulgent and satisfying Green Cuisine can be.
Through playful storytelling, bold visuals, and a touch of wit, the campaign challenges stereotypes, appealing to curious meat-eaters and vegetarians alike. It’s not just about veggie burgers it’s about breaking expectations and embracing the unexpected.
ROLE
- Creative concepts
- Art direction
- Visual design