Quorn So Tasty Campaign - Tastes Just Like Chicken | Clapboard

So Tasty

Description

Quorn, the UK’s No. 1 meat-free brand, launched its invigorating 'So Tasty' campaign in January 2023, created by the acclaimed ad agency adam&eveDDB. This integrated campaign aims to convince Britain's most devoted chicken lovers that Quorn’s meat-free chicken products deliver an irresistibly authentic taste experience that rivals real chicken. Building on the momentum of the highly acclaimed ‘So Tasty, Why Choose The Alternative?’ deli campaign recognized by The Grocer in 2022, this latest campaign utilizes a multi-platform approach encompassing TV, BVOD, AVOD, online video, digital, social media, and PR to maximize consumer reach. A standout feature of the campaign is its cheeky and relatable narrative centered around the familiar late-night takeaway scenario where, surprisingly, no real chicken is consumed, underscoring Quorn’s taste superiority. To further engage consumers and encourage trial, the campaign is supported by a mass sampling initiative aimed at putting Quorn’s succulent Crispy Nuggets, Sticky Wings, and Crunchy Fillet Burgers directly into consumers’ hands. The messaging cleverly challenges perceptions by highlighting how even the biggest chicken enthusiasts struggle to tell the difference, reinforcing the brand’s positioning that Quorn is ‘So tasty, why choose the alternative!’ This campaign not only strengthens Quorn’s leadership in the meat-free category but also drives awareness and trial among a broad audience by combining compelling storytelling with practical product experience. For those interested in exploring the range of delicious, 100% meat-free chicken alternatives or discovering new recipes, Quorn offers comprehensive online resources that underscore its commitment to bringing meat-free innovation to dinner tables across the UK.

Credits

Client

Quorn

Agency

adam&eveDDB

Brand

Quorn

Project

So Tasty

First Air Date

1st January 2023

Marketing Director

Gill Riley

Brand Manager

Lucy Grogut, Rehana Kausar

Global Digital Manager

Lindsay Winstanley

Chief Creative Officer

Richard Brim

Creative Director

Matt Fitch, Mark Lewis

Copywriter

Frances Leach

Art Director

Christopher Bowsher, Dave Robinson at King Henry

Producer

Brittany Littlewood, Spencer Dodd, Jay Lovelock

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Campaign Proposition

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Creative Device

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Competitive Planks

Beyond Meat – Market Positioning Beyond Meat positions itself as a pioneer in plant-based protein innovation, focusing on replicating the taste and texture of animal meat with a strong emphasis on sustainability and environmental benefits. It appeals to flexitarians, vegans, and environmentally conscious consumers seeking a high-protein, non-GMO, and allergen-friendly alternative that fits into a modern, health-conscious lifestyle.

Linda McCartney Foods – Market Positioning Linda McCartney Foods leverages a longstanding heritage in vegetarian and vegan products, focusing on wholesome, natural ingredients with a home-cooked, British feel. The brand targets families and ethical consumers who want convenient, familiar meat-free options with a trusted reputation and a strong commitment to animal welfare and quality.

Fry’s Family Foods – Market Positioning Fry’s Family Foods differentiates itself with a diverse range of plant-based products that focus on taste and texture resembling traditional meat options without compromising on health or ethical values. The brand targets global markets with an emphasis on innovation, affordability, and catering specifically to vegan and vegetarian consumers seeking authentic, satisfying meat alternatives.

The Vegetarian Butcher – Market Positioning The Vegetarian Butcher is positioned as a premium plant-based brand dedicated to crafting meat alternatives that deliver authentic flavor and texture. Emphasizing craftsmanship, quality, and environmental sustainability, the brand appeals to discerning consumers who want an upscale, realistic meat-free experience backed by a strong narrative on ethical eating and taste leadership.

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