Quorn debuts new marketing campaign

Quorn is kicking off 2023 with a brand-new marketing campaign.

The So Tasty campaign launches this week and aims 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.

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.

Gill Riley, marketing director at Quorn Foods UK 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.

“This new 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. We want meat lovers to give Quorn a try, as we know the reaction will be ‘I can’t believe it’s not chicken?!’.”

Riley added that this is a key period for the category. “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,” she said.