Meat-free giant Quorn has launched a new campaign to support the launch of its Protein Bites.
It sees the brand’s puppet mascots, Perry Pig, Clarence Cow and Chickson Chicken, hijack a meal by replacing its contents with the range that launched in March.
Backed by in-store and online shopper advertising, it will appear across TV, video on demand, social media and out-of-home channels from 22 May.
The campaign builds on the success of Quorn’s ‘Mission Snack Swap’ campaign last year, which helped drive half a million new shoppers, Quorn said.
Lucy Grogut, Quorn Foods marketing director, said the new campaign was “all about momentum”.
“Last year’s Mission Snack Swap campaign was a real bright spot for the category, it brought in new shoppers and showed just how much appetite there is for meat-free snacks that genuinely taste great,” she said. “This year, we’re bringing Perry and co back with a new mission objective: introduce shoppers to our delicious new Quorn Protein Bites and command further growth in chilled snacking sales.
“Quorn’s snacking sales grew by more than £30m over the last year, and now we’re expanding into new retail spaces and occasions, with the same energy and puppet mischief that made Mission Snack Swap such a success,” she continued. “Quorn Protein Bites are our most convenient snacking launch ever, and we know shoppers are excited to see us in the food-to-go aisle for the first time.”
Grogut added: “Available in Roasted, Sweet Chilli and our ever-beloved Cocktail Sausages, they’re high in protein, low in saturated fat and totally moreish; perfectly positioned to accelerate the category by delivering incremental chilled snacking sales.”
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