Quorn, the UK’s No. 1 meat free brand*1, is kicking off 2022 with a new TV campaign encouraging carnivores to swap out meat for Quorn this January.
The new Tasty Resolutions creative, part of the brand’s Helping the Planet One Bite at a Time campaign launched on 27th December and runs until the end of February 2022 across TV, BVOD, online and social.
The new campaign will hit national TV screens, reaching millions of viewers, and will be shown during popular shows including Coronation Street, The Masked Singer, First Dates, Harry Potter 20th Anniversary: Return to Hogwarts, Googlebox and Friends.
“January is the biggest month for new consumers coming into the meat free category,” says Gill Riley, Marketing Director at Quorn Foods UK.
“Research in January 2021 highlighted that 90% of those that came into the meat free category during Veganuary, did so for health reasons*2. Add to that, the research showing 53% of New Year’s resolutions are to live more healthily, but nearly a quarter of them are never fulfilled*3, and it highlights a big opportunity to show that Quorn can be the perfect way to kick start a healthier year both for ourselves and the planet.”
A loveable, meat-loving wrestler dad brings the Tasty Resolutions concept to life. The dad, who like a quarter of Brits normally can’t keep to any resolutions – his include no more feigning injuries and less shirt ripping when at home with the family. This year, he bucks the trend and wins at his resolution to eat more healthily, with a switch to nutritious and delicious Quorn proving that tasty resolutions are easy to keep.
Three of Quorn’s best-selling products hero in the advert. Quorn Sausages, Mince and Pieces are high in protein, low in saturated fat and a source of fibre and all appear in the top 10 best-selling frozen SKUs in meat free*1.
Gill adds: “Quorn’s Tasty Resolutions campaign has been developed to show that swapping to meat free can be an easy swap we can all make, even meat lovers. Why? Because, unlike most healthy behaviours, eating Quorn isn’t a compromise, it is delicious and nutritious.”
“The meat free category sees its highest penetration throughout January*4. alongside Veganuary seeing its biggest ever pledge numbers year on year, it is a crucial opportunity to inspire new shoppers into buying meat free. We want to capture this moment,” says Gill .
“Quorn’s iconic orange branding is a beacon within meat free, providing a real opportunity to drive meat free sales with products that are synonymous with quality, taste and sustainability. Shoppers know they’re getting a delicious product that’s good for the planet and for them. As the No. 1 brand in meat free, we’re committed to driving growth in the category, through continuous investment and exceptional product innovation,” continues Gill.
*1 IRI, Major Mults, 52 w/e 06.11.21and Kantar 52 w/e 28.11.21
*2 Kokoro survey Feb 2021. British NYE resolutions
*4 Kantar Total Meat Free Penetration 4 w/e 21st Jan 21 (vs. all other 4 w/e periods in the year)