A new £800,000 ad campaign from Marlow Foods encourages consumers to see its meat substitute brand Quorn as Good food for uninspiring Wednesdays'.
Ads will run in national dailies until the end of June, with PoS material and further trade support planned.
Based on the fictitious premise that Wednesday is a miserable day, each execution cites a spoof academic study that says people are less likely to know what to cook midweek.
According to European commercial controller David Jesson, the campaign was "designed to be fun, tongue-in-cheek and engaging, while offering consumers inspiration on what can be a dull day". He said it aimed to encourage consumers to add Quorn to their eating repertoire, as well as highlighting the products' health benefits.