INC designed and developed the launch campaign for “Green Cuisine”, Findus’ new range for a sustainable revolution, with the slogan “Change the world without changing the menu”.

To introduce “Green Cuisine” to the media, they undertake a PR first stragegy with the annunced of Findus’ CEO about the brand’s entry into the veg meat market, three months ahead of the advertising campaing.

Then, 15 top food & lifestylel media was selected for a preview of the Green Cuisine range providing and enthusiastic response. The italian media received a tailored video press pack and started to communicating the Green Cuisine taste revolution.