Quorn kicks off 2022 with new TV campaign for Veganuary

Marketing

Quorn has unveiled its new TV campaign encouraging consumers to swap out meat for meat-free products this January.

The new Tasty Resolutions creative, part of the brand’s Helping the Planet One Bite at a Time campaign, launched on 27 December and runs until the end of February 2022 across TV, BVOD, online and social.

The advert, which was developed by adam&eveDDB and directed by Bjoern Ruehmann, will be shown during popular shows including Coronation Street, The Masked Singer, First Dates, Gogglebox, Harry Potter 20th Anniversary: Return to Hogwarts and Friends.

READ MORE: Gosh! secures Aldi partnership in time for ‘Veganuary’

“January is the biggest month for new consumers coming into the meat-free category,” Quorn’s marketing Director Gil Riley said.

“Research in January 2021 highlighted that 90% of those that came into the meat-free category during Veganuary, did so for health reasons.

“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, 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.”

The news comes after the brand recently launched its vegan Quorn Brilliant Bangers into the frozen category and extended the distribution of its vegetarian Steak Strips.

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Marketing

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