The £1 million campaign celebrates the 100% dedicated meat-free brand’s new name

– The campaign will emphasise the great taste shoppers are guaranteed from Taste & Glory 

Taste & Glory, Kerry Foods’ 100% meat-free brand, has today launched its £1 million ‘Notoriously Glorious’ marketing campaign to showcase its outstanding taste credentials. The brand’s evolution to Taste & Glory was announced last month to better reflect its superior tasting range in the meat-free category.

Running from July to September with a 90s hip-hop vibe and the brand’s instantly recognisable plum and teal colours throughout, the campaign champions Taste & Glory’s signature offerings. The mouth-meltingly juicy Quarter Pounder is the star of the show alongside Taste & Glory’s epic Sausages and tantalizingly tasty Tenderstrips. Taste & Glory has been innovating across the meat-free category since 2019 with the brand’s fun and gutsy branding being instantly recognisable from the start. Going live across TV, VOD, digital platforms and social media, the ‘Notoriously Glorious’ Campaign focuses in on Taste & Glory’s core message: free of meat, full of taste.

This integrated campaign is designed to raise awareness of Taste & Glory’s delicious range of products, enticing existing customers and newbies to the plant-based category of the brand’s commitment to taste. To highlight how ‘Notoriously Glorious’ they really are, Taste & Glory will be featured on the side of 300 London buses from 12th July for two weeks. The meatiest meat-free brand is also running a sampling campaign with 200 micro influencers to further raise awareness of the range and drive shoppers in-store with a combined reach of over 16 million. The campaign is designed to cement Taste & Glory’s new name and comms in the minds of both shoppers and retailers.

“This hip-hop inspired campaign that celebrates great tasting meat-free food is just the beginning of Taste & Glory’s exciting evolution,” says Alison Lees, Marketing Manager for Taste & Glory. “With our amazing 100% plant-based products taking centre stage, we’re showcasing the dedication to flavour that Taste & Glory has as well as the amazing growth of the brand. We look forward to exciting shoppers to discover our full portfolio of delicious meat-free swaps, perfect for every mealtime.”

Taste & Glory launched with a bang in 2019 and has seen massive success becoming the largest dedicated meat-free brand to have launched in the last two years with an RSV of £9.5 million to date[1]. With 63% of the brand’s current shoppers buying across the portfolio, and over 80% of the brand’s sales being incremental to the whole category[2], Taste & Glory has demonstrated a clear ability to drive sales in the category. The new marketing campaign will reinforce Taste & Glory’s position in the market as a meat-free brand that genuinely tastes good and that fly off shelves as a result.

[1] IRI Data to April 2021

[2] Kantar 52 w/e Feb 2021

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