Quorn January TV still - hen

Source: Quorn Foods UK

The campaign launched on 1 January and is set to reach millions of consumers across multiple platforms

Quorn has launched a new marketing campaign designed to show Britain’s biggest chicken lovers that Quorn products “taste just as good as chicken”.

The So Tasty campaign, launched on 1 January, is set to reach millions of consumers across multiple platforms including TV, digital, social and PR. The activity will be supported by a mass sampling campaign to get Quorn’s chicken products to new consumers.

The creative campaign from Adam & Eve DDB depicts the ‘end of the night takeaway’ where partygoers may typically have boxes of nuggets or chicken burgers. However, the advert reveals there was no chicken consumed at all and that it was Quorn instead.

“One of the biggest barriers to trying meat-free products can be taste perceptions,” said Gill Riley, marketing director at Quorn Foods UK. “We’re hitting that head-on with this campaign. Our range of products match up to chicken on taste and texture – we invest heavily in sensory, scientific and consumer research to ensure it.”

The advert highlights Quorn Crispy Nuggets, Quorn Crunchy Fillet Burger and Quorn BBQ Sticky Wings.

The campaign will also be supported by gondola-end promotions throughout January to ensure the products are affordable for more consumers.

“This new ad campaign will show Britain’s biggest chicken lovers that our products taste just as good as, if not better, than the meat equivalent, and are perfect for any occasion but especially that post-night out feast,” added Riley.

“We want meat lovers to give Quorn a try, as we know the reaction will be ‘I can’t believe it’s not chicken!’.”