Meat free pioneer, Quorn Foods®, will be targeting record Back to School growth with a huge multi-channel marketing push, including a brand new TV ad, on screens from 23rd August.
The campaign, which is set to reach over 22m shoppers, will continue throughout September and October with Quorn Nuggets as the hero SKU. The campaign focuses on ‘taste-imonials’, in-store activation, targeted social media and experiential activity to drive sales and increase brand awareness.
“The UK’s No.1 nugget in the meat free category*1 and “Netmums recommended” product*2 is a firm favourite in shopping baskets already,” says Gill Riley, Marketing Director at Quorn Foods UK.
“We know great tasting food is key to encouraging people to try meat free and we believe we have the best-tasting meat free nuggets on the market. Our Crispy Nuggets have always been a shopper favourite, having been purchased more than 1.4m times over the past year*3. Plus, our brand new Quorn ROARSOMES product, the biggest frozen NPD launch of the year, has delivered over half a million pounds in value sales just three months after launching*4.”
The brand’s 30” TV spot will be on screens for from the end of August and uses a fun, light-hearted narrative designed to encourage people to think more about their protein choices. The new advert involves a Venus Fly Trap, a muscle man eating a Quorn Burger and, the latest addition for Back to School, a cave woman toasting Quorn Nuggets over a roaring fire.
“One of our missions at Quorn is to inspire future generations to eat healthily and establish sustainable eating habits. One of the best ways we can protect the planet is by reducing the meat in our diets, and it doesn’t have to be difficult,” adds Gill.
“Quorn’s crowd-pleasing Crispy Nuggets and ROARSOMES are a quick and easy swap into meat free, giving a great-tasting meat free option for the whole family to enjoy together, without having to compromise on their favourite meal.
“We’re confident that our latest campaign will encourage vegetarian, meat eating and flexi families alike to choose meat free more often with Quorn Nuggets, adding incremental sales to the category and driving penetration.
“We’ll be working closely with our retail partners to make the most of this sales opportunity, when Quorn’s product and brand awareness will be at an all time high,” concludes Gill.
As well as being low in saturated fat and a source of fibre and protein, Quorn Nuggets’ Carbon Footprint is at least 29% lower than its meat equivalent*5.
This latest activity forms part of Quorn’s Helping the Planet One Bite at a Time campaign, which aims to showcase tasty meat free swaps everyone can easily make using Quorn. This also drives the company’s wider ambition to become a net positive business by 2030 and, in that year, serve 8 billion meals – that’ll be the equivalent of one for every person on the planet.
First launched in January, the new ad campaign helped gain Quorn third spot for brands which have made the most positive impact in the minds of UK consumers, in March this year*6.
*1: IRI 52 w/e 19.06.21
*2 98% would recommend Quorn Crispy Nuggets to a friend or family and 93% Quorn Roarsomes
*3: Kantar weighted shoppers, 52 w/e 13.06.21
*4: Combined Retailer Epos Data to 11th July 2021
*5: Quorn Nuggets achieved ‘Reducing CO2’ certification by the Carbon Trust for the full life cycle of the product. Quorn Nuggets cradle to gate carbon footprint, is at least 29% lower than typical Chicken Nuggets carbon footprint.
*6: YouGov UK Top 5 biggest movers: March 2021