Stuff Veganuary and do what you can-uary

Birds Eye Green Cuisine is to launch a new integrated campaign urging people to “Stuff Veganuary” as it seeks to stand out amongst the January noise and encourage meat eaters to try its products. The push, which goes live on the 26th December, was developed in partnership with creative agency ELVIS.
With so many plant-based brands launching campaigns to coincide with Veganuary each year, ELVIS and Birds Eye worked to develop a bold creative platform with real cut through, going against category norms and taking a challenger brand approach to the annual event.
The cheeky but empowering “Stuff Veganuary and do what you can-uary” aims to reject the pressures to go completely vegan in January, instead encouraging people to do what they can to reduce their meat intake, by trying Green Cuisine’s range of plant-based foods.