Quorn is aiming to tap into the annual “new year, new you” health stampede with a marketing campaign designed to show Britain’s biggest chicken lovers that Quorn products taste just as good.
The So Tasty campaign, devised by Adam & Eve DBB, will run across multiple platforms including TV, digital, social and PR. The activity will be supported by a mass sampling campaign to get Quorn’s chicken products to new consumers.
The TV spot depicts the “late-night takeaway” where partygoers may have boxes of nuggets or chicken burgers. However, the ad reveals there was no chicken consumed at all and that it was Quorn instead.
Quorn Foods UK marketing director Gill Riley said: “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.”
The campaign, which highlights Quorn Crispy Nuggets, Quorn Crunchy Fillet Burger and Quorn BBQ Sticky Wings, will also be supported by instore promotions throughout January to ensure the products are affordable for more consumers.
Riley added: “This 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.
“We want meat lovers to give Quorn a try, as we know the reaction will be ‘I can’t believe it’s not chicken!’.”
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