Meat-free brand Quorn is bringing back its ‘So Tasty! Why Choose The Alternative? campaign to help retailers drive seasonal summer sales of its vegan Deli range.
From 19 June, ads will run across Radio, VOD, digital and social channels.
Gill Riley, Marketing Director at Quorn Foods UK, said: “Sandwiches remain a staple of British lunchtimes. The nation spends around £8bn on sandwiches each year, so there is a huge opportunity to encourage shoppers into making more sustainable choices around these occasions.
“Quorn is on a mission to get more people eating delicious meat free food, for the health of the planet. One of the best ways we can do that is by building connections with flexitarians who are making a conscious decision to reduce their meat intake, but don’t want to lose out on the taste and texture they know and love from deli meat. We know our Deli range is the perfect solution, making an easy and delicious swap for consumers and another step towards helping the planet.
“Our fun trio of puppets landed an engaging and memorable campaign that changed perceptions on taste and quality, which importantly helped drive sales for retailers. So we just had to bring them back again this year!”
The brand noted that last year’s launch of the ‘So Tasty!’ campaign not only won accolades such as The Grocer’s Top Campaign for Deli in 2022, but also resulted in an influx of new shoppers coming into the category. Quorn recorded its highest level of brand awareness for the year, and chilled Deli penetration gains were up 7.7%.
“Our Deli range is already a must-stock for retailers, exceeding £1m RSV within the first six months of our launch campaign last year,” added Gill. “We know they’re a hit with shoppers, and that’s largely down to taste and texture. We have tested these ham and beef products against their meat equivalent where they matched on a number of metrics, including flavour, so there really is no need to choose the alternative.”
