Leading meat-free brand Quorn is back on TV for the second time this year with its biggest campaign in over four years.
Launched on 4th October, the brand is rolling out ‘Nothing to Hide’, a multi-million-pound campaign celebrating its high protein, no artificial ingredients range, complete with a new ad creative.
The 10-week blitz, which includes TV, VOD, social, influencers, podcasts and PR, is expected to reach millions of consumers across the UK. The activity also includes Quorn’s largest-ever shopper marketing campaign, featuring over 1,500 supermarkets in the UK. The activity will reach shoppers at up to eight different touchpoints on their path to purchase, including branded freezers, gondola ends, in-store radio and online activity.
The new ad creative, Nothing to Hide, stars the brand’s puppet crew, Perry Pig, Clarence Cow and Chickson Chicken, cooking up meals with Quorn’s frozen Mince and Pieces.
Lucy Grogut, Marketing Director at Quorn Foods, said: “Consumers are scrutinising ingredients more than ever, and we’re putting Quorn right at the centre of that conversation with our loveable puppets. Our distinctive trio unveil the naked truth about Quorn in a campaign where we’ve combined taste, health, education and humour to get the nation to question why they aren’t already buying Quorn, given how tasty, nutritious and convenient our products are.”
The launch follows the success of Quorn’s ‘Mission Snack Swap’ campaign earlier this year. The biggest campaign of its kind for the meat-free snacking category drove up purchase intent among buyers of Quorn by almost 10% and kept non-buyer intent at 74% whilst delivering record levels of sales and market share for Quorn’s snacking range.
Quorn is also joining forces with a leading nutritionist, author and podcast host, Rhiannon Lambert, on a myth-busting campaign to tackle misinformation around ultra-processed foods and reframe the conversation around meat alternatives.
Grogut added: “It’s been frustrating to see how often meat-free gets dismissed and demonised in sweeping generalisations. Quorn Mince and Pieces are nutritious, delicious, and a positive protein choice. In partnership with Rhiannon, we will cut through the noise with no-nonsense, expert insight that genuinely helps consumers make better food choices.”
The range also features new packaging that spotlights two key consumer priorities: High in Protein and No Artificial Ingredients. Backed by extensive consumer research, both claims achieved the top-level, five stars with shoppers. The new look packs, which also roll out on Quorn Swedish Style Balls and Quorn Strips, also tested strongly, delivering uplift in shopper perceptions around taste and health credentials and, critically, purchase intent with both current and non-buyers.
