Quorn has launched a ‘Nothing to Hide’ television campaign airing from 4 October.
The multimillion-pound campaign has been launched to celebrate its high-protein, no-artificial-ingredients range and includes a new ad creative.
The creative stars the brand’s puppet characters Perry Pig, Clarence Cow and Chickson Chicken, who are cooking up meals using Quorn’s Frozen Mince and Pieces and then discover they are naked, although pixelated.
The ad includes lots of examples of dishes using Quorn, including massaman curry and a burrito.
The ad signs off with Clarence asking: “Have we always been naked?” to which Chickson replies, deadpan: “I don’t know.”
“Consumers are scrutinising ingredients more than ever, and we’re putting Quorn right at the centre of that conversation with our loveable puppets,” said Lucy Grogut, head of brands at Quorn Foods. “Our distinctive trio unveil the naked truth about Quorn in a campaign where we’ve combined taste, health, education and humour to get the nation to question why they aren’t already buying Quorn, given how tasty, nutritious and convenient our products are.”
Read more: Quorn removes artificial ingredients from core frozen range
It will run for 10 weeks and includes TV, VOD, social, influencers, podcasts and PR which will reach millions of consumers across the UK.
The activity also includes Quorn’s biggest-ever shopper marketing campaign in over 1,500 supermarkets in the UK, which plans to reach shoppers at up to eight different touchpoints on their path to purchase.
The launch follows the success of Quorn’s Mission Snack Swap campaign earlier this year, which drove up purchase intent among buyers of Quorn by almost 10% and kept non-buyer intent at 74%, the brand said.
Quorn said the new ad is expected to pack a similar punch with a ‘strong’ score for short-term sales potential and a ‘good’ for long-term market share growth according to System1 testing.
Quorn is also joining forces with leading nutritionist, author and podcast host Rhiannon Lambert on a myth-busting campaign to tackle misinformation around ultra-processed foods and reframe the conversation around meat alternatives.
“It’s been frustrating to see how often meat-free gets dismissed and demonised in sweeping generalisations,” said Grogut. “Quorn Mince and Pieces are nutritious, delicious, and a positive protein choice.
“In partnership with Rhiannon, we will cut through the noise with no-nonsense, expert insight that genuinely helps consumers make better food choices.”
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