A cheeky new campaign from Quorn shows that the brand has ‘nothing to hide’ when it comes to its high-protein frozen meat-free food. 

The campaign from Adam&EveDDB is the biggest marketing push for Quorn frozen meat-free food in more than four years. It features the Quorn puppet crew, Perry Pig, Clarence Cow and Chickson Chicken on full display to bring to life the brand’s no artificial ingredients range.  

At the heart of the campaign, a humorous film opens with shots of a delicious Massaman curry paired with a voice-over from Colin McFarlane as Perry the pig who explains to the audience that the meal has been made using Quorn Pieces and has ’no artificial ingredients'. 

The spot quickly switches up with a surprising twist as the camera pans over to the Quorn puppets, whose lower halves have been pixelated. Clarence exclaims: ‘Wait! No artificial ingredients, is that why we’re naked!?’ 

‘That’s right, because we have nothing to hide’, continues Perry the pig as audiences are shown an array of Quorn products and the dishes they can be used in. The spot showcases the versatility of Quorn’s frozen range with humour. 

“Shoppers love our puppets, and we know that they tap into an emotive consumer response, whilst also bringing the right level of fun that makes them the perfect characters to unveil our new range,” says Lucy Grogut, Head of Brands at Quorn Foods.

She continued: “It was a no brainer to get them on board for the launch of our high in protein with no artificial ingredients range. Consumers are scrutinising ingredients more than ever, and we’re putting Quorn right at the centre of that conversation with our loveable and distinctive trio.”

The multi-million pound campaign includes TV, VOD, social, influencers, podcasts and PR is set to reach millions of consumers across the UK. 

The activity also includes Quorn’s biggest ever shopper marketing campaign in over 1,500 supermarkets in the UK, reaching shoppers at up to eight different touchpoints on their path to purchase, including branded freezers, gondola ends, in-store radio and online activity. Media has been handled by Initiative, digital by Anything, PR by MTJ PR and shopper by Creative Race.

Following the success of Quorn’s ‘Mission Snack Swap’ campaign earlier this year, which drove up purchase intent among non-buyers by almost 10% and kept existing buyer intent at a massive 74%, the campaign aims to reach millions of consumers across the UK, including 95% of the brand’s core target market at least 15 times. 

Using characters to build a connection, the push combines health, education and humour to encourage audiences to use Quorn.