Findus: Green Cuisine

Findus, a frozen food brand, launched Green Cuisine across Europe with the aim to start a sustainable revolution by changing the world without changing the menu.

Issue

In May 2020, Italy was coming out of lockdown. At this challenging time, capitalising on a shift in consumption patterns and a renewed focus on frozen foods, Findus entered the meat substitutes market, with the launch of Green Cuisine in Italy and 11 other European countries. The innovative range comprised a number of vegetable protein-based products (patties, meatballs and sausages). Its simple, but ambitious aim was to start a "sustainable revolution": changing the world without changing the menu.

Strategy

In advance of the advertising campaign (planned for September), we launched Green Cuisine using a "PR first" strategy to generate...

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