Findus
You Got The Power
Findus
You Got The Power
A taste revolution with no changes in the menu
How did Green Cuisine earn 21% of the Meat Alternative Frozen market share in 3 months, contributing to the category growth trend by 90%? Thanks to a PR first campaign.
Challenge
In May 2020, Italians were getting out of the tough lockdown. In this same context of habit change, consumption evolution but also new interest in frozen food, Findus decided to enter the alternative products market and launched Green Cuisine – an innovative set of plant-based products (burgers, meatballs, sausages) – in Italy and other 11 European countries.
The simple yet ambitious aim was to start a “sustainable revolution”: changing the world without changing the menu.
Actions
Our strategy? PR first! Before the adv campaign (planned for September 2020), we launched Green Cuisine in May with a PR strategy aimed at creating curiosity for this fresh new brand. How?
By involving the media with a video pack about why Green Cuisine is a “taste revolution” through different media angles, the voices and faces of Findus experts and managers. Moreover, we involved 14 food, health, fitness, and lifestyle influencers in a Digital Masterclass to create innovative content for their communities to enhance the taste, nutrient profile, and sustainable impact of Green Cuisine products.
Awards
Best in Product Reviews (Earned)
