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Quorn: Helping the Planet One Bite At a Time
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At this pivotal moment for our planet, Quorn is launching a new global communications strategy in response to a growing desire to adopt more flexitarian and eco-conscious diets. The strategy encourages consumers to lower their carbon footprint by reducing their meat intake through simply switching from a meat product to the tasty, healthy Quorn alternative. Quorn’s ultimate goal is to be a net positive business by 2030 and, in that year, serve 8 billion meals – that’ll be the equivalent of one for every person on the planet. With its energetic tone of activism the ‘Helping the Planet One Bite At a Time’ campaign will launch with a major above the line push, in which the brand playfully challenges us to reconsider some of the assumptions and tropes associated with meat consumption. Talking directly to meat eaters the brand hopes to shift entrenched behaviours, having a little fun along the way. Timed to launch during the ever-popular ‘Veganuary’, the campaign comprises TV, social, PR, OOH and VOD, as well as partnerships with household names such as Liverpool FC, and the launch of a new product range, Quorn ‘Makes Amazing.’
Client: Quorn Related |
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