• The digital campaign will go live this week across Verizon Media platforms
  • The ads cement Naked Glory as ‘The Meatiest Thing Since Meat’ and will raise awareness of the full Naked Glory portfolio
  • Since launching, award-winning brand, Naked Glory, has taken the meat-free category by storm 

Naked Glory, a proud part of Kerry Foods, today launches a new digital marketing campaign to mark one year since its launch. The brand is unleashing its biggest campaign to date to drive excitement amongst consumers and encourage trial of the mouth-watering meat-free product range. The digital campaign will run for eight weeks across Verizon Media’s ecosystem of popular consumer brands, including Yahoo and HuffPost.

Naked Glory exploded into the meat-free category in September last year. Since launch, Naked Glory has since proven hugely popular with consumers, attracting 681k buyers[1] and recruiting more new shoppers into the category than any other dedicated new meat-free brand.[2] Additionally, the meat-free category is booming – worth £577m with value up 18.3% YOY,[3] of which Naked Glory has the highest value sales of any dedicated meat-free brand launched in the last 12 months. [4] Naked Glory’s new digital campaign will allow retailers to tap into this growing pool of shoppers and help to drive sales.

The campaign features digital display ads, online articles and three 15 second videos each showcasing a hero product from the Naked Glory range – helping to drive awareness of the entire portfolio and the options available to consumers to try. All ads click through to the Naked Glory website where consumers can enter their postcode to find a stockist near them, helping to drive shoppers in-store. Since launch, Naked Glory has expanded its range to include No-Meat Balls and flame-grilled Tenderstrips as part of the brand’s mission to have a plant-based alternative for all occasions.

Alison Lees, Marketing Manager at Naked Glory, said “When we launched Naked Glory, we set out to shake-up the meat-free industry and help retailers offer shoppers an exciting range of plant-based proteins that don’t sacrifice on taste. So, we were thrilled when our Sausages and Quarter Pounders were recently awarded the Great Taste 2020 accolade. Last year, we launched with three staple products, our Legendary Quarter Pounders, Succulent Sausages and Mightily Meaty Mince. Since then, we have expanded our range across more fresh and frozen formats as part of our mission to provide glorious plant-based alternatives for a range of proteins.”

“One year on, we want to stake our claim as the ‘Meatiest Thing Since Meat’ and showcase how delicious our products are. The campaign aims to encourage shoppers to ‘Cheat on Meat’ with plant-based alternatives that are a mind-blowing match for meat. It’s been a great year for Naked Glory and as we head towards Veganuary, where we know consumers will look to reduce their meat consumption, we’re thrilled to launch our biggest campaign yet.”

[1] Kantar WPO, 52wk to 06.09.2020

[2] Kantar Total Meat Free chilled and frozen 52wks to 14.06.20 of any brand launched in the last 12 months

[3] Kantar, 52wk 06.09.2020

[4] Kantar Total Meat Free chilled and frozen 52wks to 14.06.20 of any brand launched in the last 12 months

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