New year, new campaign for meat-free giant Quorn

Gill Riley, marketing director at Quorn Foods UK said: “Quorn is on a mission to encourage more people to eat meat free more often as a way to protect the health of the planet and it’s people. One of the biggest barriers to trying meat free products can be taste perceptions. We’re hitting that head on with this campaign. Our range of products match up to chicken on taste and texture – we invest heavily in sensory, scientific and consumer research to ensure it. This ad campaign will show Britain’s biggest chicken lovers that our products taste just as good as, if not better, than the meat equivalent, and are perfect for any occasion but especially that post-night out feast.”

The creative highlights three of Quorn’s top performing products, Quorn Crispy Nuggets, Quorn’s No.1 selling chicken product, Quorn Crunchy Fillet Burger and Quorn BBQ Sticky Wings from the brand’s Takeaway range. The Takeaway range launched into freezers a year ago to cater for shoppers crying out for vegan takeaway options at home and has been a huge sales driver for the category, worth around £3m.

Riley added: “With January being the highest penetration month for meat free, it’s a really crucial moment for us to engage shoppers. Frozen breaded centre plate is a key penetration driver, making this the perfect time to showcase our top performing products and get Quorn on more plates more regularly.”