Quorn has unveiled a brand-new tongue-in-cheek campaign with creative agency adam&eveDDB to celebrate the launch of four new deli products.
The ‘So Tasty! Why Choose The Alternative?’ campaign launches today to promote the meat-free brand’s Yorkshire Ham, Roast Beef, Finely Sliced Ham and Roast Chicken Style Slices.
Directed by comedy director Jim Archer, the accompanying spot sees a trio of animal puppets – a pig, a cow and a chicken – taunt and jeer a woman about to eat a Quorn-filled sandwich, telling her “I wouldn’t bother wondering what the alternative might be.” The alternative, of course, is them.
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The puppets themselves were created by Andy Heath at Talk to the Hand Productions, whose credits include Star Wars and Hitchhiker’s Guide to the Galaxy.
The campaign intends to reach millions of consumers across multiple media channels, including channels such as ITV hub, All 4 and Sky Go. It will also run across BVOD, digital, social, PR and be supported by mass sampling to get the new products into consumers hands.
“This new campaign has been created to connect with flexitarians who are looking to reduce their meat intake but not lose out on the taste and texture they know and love from meat deli,” Quorn Foods UK marketing director, Gill Riley, said.
“We want to make them laugh whilst also demonstrating just how delicious our new products are. As we know, switching consumers into our products from their usual meat deli slices will be another step towards helping the planet. We’re consistently investing in research and technology to make sure our products have the closest texture to meat and, most importantly, deliver succulent taste. We want consumers to feel like they aren’t compromising on their favourites.”
