In 2021, Birds Eye was entering the Plant Based Meat (PBM) category and briefed Liquid to announce and launch the new milestone range.

As a household name, this represented a tipping point for PBM uptake, and our brief — to normalise PBM — reflected this.

In response, we set out show Aussies that anywhere meat can be, PBM can be too.

As the lead creative agency, we developed the ‘Future of Favourites’ platform, and launched a TTL campaign highlighting Australia’s most classic and well-loved meat dishes — from spaghetti meatballs to chicken tacos — and showing that you can now enjoy all your favourite dishes minus the meat, with no compromise on flavour.

What we did

• Executed 2x paid media partnerships with Taste and The Morning Show

• Engaged 3x campaign ambassadors, including Sam Wood, Adam D’Sylva and Silvia Colloca and 8x high reaching influencers, used across a national media relations campaign

• Concepted and executed a range of paid media assets across paid social including IG, FB and TikTok, as well as OLV and digital display