GREEN CUISINE
PROUD TO PARTNER TEAM GB FOR THE 2024 OLYMPICS
Four years on from Tokyo, and Green Cuisine are continuing their winning partnership with Team GB for the 2024 Paris Olympics.
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They asked us to come up with a gold medal winning on-pack promotion, inspired by the idea ‘green is the new gold’, to drive brand awareness and product sales.
CHALLENGE
The meat-free category is having a challenging time. Due to the cost-of-living crisis, flexitarians are leaving the category and people are switching to cheaper alternatives.
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We were tasked to combat this through a stand-out campaign that harnesses partnership power to provide value to customers beyond price offerings.
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With no above-the-line support, the activation needed to work extra hard to capture the hearts and minds of UK shoppers.
THE IDEA
The Olympics can be such a driving force in creating cultural change. The uptake of Olympic sports after these events is often significant, showing it's power to inspire a younger generation of athletes.
By using the existing Green Cuisine Kids (Illustrated by Rob Flowers), and dressing them in their new Team GB gear, we can continue the GC brand story. Bringing both the above the line, and shopper marketing together, to create a cohesive activation.
Our kids help to create an activation that can relate to the general public. These are normal kids, getting motivated to take part because of our inspiring Team GB athletes.
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Our friends at Umbrella helped us offer and manage the stand out on pack idea that linked perfectly with our creative. The promotion offers daily sport and Team GB prizes.
Together with Birds Eye, we selected
six different Olympic sports that we felt delivered on gold medal appeal.
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Traditional Sports
Track, Diving, and Gymnastics.
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Modern Sports
BMX, Skateboarding, and Break.
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We felt the variety of sports would help us to engage a wider audience. It was also important to us to include ‘Breaking’, a newly introduced sport to Paris 2024. Breaking, perfectly captures the youthful and progressive spirit of the Green Cuisine brand.
CAMPAIGN APPROACH
As the on-pack promotion is such a big part of the campaign, we chose to have the packs be central to the Key Visual. Using the packs as a catalyst to kids taking part in sports, links back nicely to the sports based prizes on offer, with the per-pack purchase promotion. Our newly designed packs also work to increase the visibility of Team GB.
Alongside our key campaign message, we crafted alternate headlines that were bespoke for each sport. Each headline uses a sports pun (specific to the sport), plant-based links, and can
easily flex to include a WIN message. The headlines promote action for trying plant-based meals in an approachable tone of voice.
This added detail helps to further create extra personality and flexibility, across the shopper journey.
PACK DESIGN
For the packs, we needed to create a differentiation between the standard packs, with a clear WIN message that could then be used on the Key Visuals to get across the Team GB partnership clearly in the frozen aisle.
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We did this by adapting the current pack, adding a bold green Union Jack, keeping the pack feeling on-brand. A GB Kid appears on the reverse of the double sided pack to further drive home the relationship with the campaign.
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Pack designs were created for a number of Green Cuisine products, and simplified versions were created to become a core part of the activation look and feel.