Birds Eye emphasizes vegetables with new campaign, partnership

MOUNTAIN LAKES, N.J. — Birds Eye is encouraging consumers to eat more vegetables with several initiatives.

The brand on Thursday launched its "Discover the Wonder of Vegetables" campaign in New York's Union Square. The campaign, which featured the Birds Eye vegetable snow farm to emphasize that "it's always vegetable season," showed off live cooking demonstrations by chef Marcus Samuelsson, giveaways and new insights on inspiring vegetable wonder among children. Also on hand at the event: Cornell researcher Brian Wansink and representatives from Share Our Strength, a national nonprofit that seeks to end childhood hunger in America.

As part of its partnership with Share Our Strength, Birds Eye also has launched the "My Perfect Veggie-Powered Plate" Facebook application, which allows people to create and share their perfect meal — starting with vegetables. For every veggie-powered plate created on Facebook, Birds Eye will donate vegetables for 10 meals as a part of its Feed Kids Better initiative with Share Our Strength.

Additionally, in line with its campaign, Birds Eye also announced its strategic partnership with the U.S. Department of Agriculture and its MyPlate dietary guidelines, helping to support the USDA's September kick-off of the "Make Half Your Plate Fruits and Vegetables" consumer education initiative.

"Birds Eye is a great partner of the MyPlate program and we appreciate both the research and consumer education they are dedicating to help Americans add vegetables to build a healthy plate," USDA Center for Nutrition Policy and Promotion deputy director Robert Post said.

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