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...