Subscribe to the daily newsletter.

New year, new campaign for meat-free giant Quorn


Leeds based meat substitute Quorn is kicking off 2023 with a brand-new marketing campaign, designed to show Britain’s chicken lovers that Quorn products taste just as good.

The So Tasty campaign launched on January 1 and is set to reach millions of consumers across multiple platforms including TV, BVOD, AVOD, OLV, digital, social and PR. The activity will be supported by a mass sampling campaign to get Quorn’s great tasting chicken products into consumers hands.

It follows the successful ‘So Tasty, Why Choose The Alternative?’ Deli campaign in September 2022, winner of The Grocer’s Top Campaign for Deli in 2022.

The new creative from adam&eveDDB for Quorn takes a cheeky and relatable approach to the infamous end-of-night takeaway, where partygoers typically swarm for a box of nuggets or a chicken burger. The advert reveals at the end that no chicken was eaten at all, proving that Quorn is so tasty you don’t need to choose the alternative.

Subscribe to the Prolific North Daily Newsletter Today!

Want all the latest content from Prolific North delivered direct to your inbox daily? Of course you do!

Quorn’s January 2023 campaign

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.”

Related News