QUORN kicks off 2022 with tasty new TV campaign

Meat-free brand Quorn 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 per cent of those that came into the meat-free category during Veganuary, did so for health reasons. Add to that, the research showing 53 per cent of New Year’s resolutions are to live more healthily, but nearly a quarter of them are never fulfilled, 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.

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.”