Quorn was launched in 1993 in the UK before it began travelling to other countries. It arrived in the US in 2002 and Australia in 2010. It is only very recently, though, that the product moved out of a very small niche. Last year, with sustainable food production coming to the fore and the vegan movement accelerating to new highs, Quorn let go of its health strategy for a sustainability one. That didn’t go down too well. Its first campaign was banned. The hero commercial was deemed to promise that eating Quorn Thai Wonder Grains would immediately reduce people’s carbon footprint.
In September last year, Quorn moved its global account to adam&eveDDB and the agency began working on a brief to focus on the eco-friendly benefits of meat alternatives. The new campaign, Helping the Planet One Bite At a Time, appeals directly to meat-eaters, to encourage the growing number of people adopting flexitarian and eco-conscious eating to use Quorn. Quorn’s ultimate goal is to be a net positive business in 2023 and serve eight billion meals in that year, the equivalent of one for every person on the planet.
The campaign launched on January 16 in the UK during Veganuary, which is experiencing a surge in participants this year (a record number of 500,000 people have signed up, 125, 000 of them in the UK.) The full campaign includes TV, social, PR, OOH and VOD, as well as partnerships with household names such as Liverpool FC (including a video on which Liverpool footballers, Jordan Henderson, Alex Oxlade-Chamberlain and Xherdan Shaqiri, discuss their meat-free eating habits), and the launch of a new product range, Quorn Makes Amazing. The UK launch will be followed by a global rollout of the campaign in the second quarter if the year.
Credits:
Agency: adam&eveDDB
Chief Creative Officer: Richard Brim
Executive Creative Director: Ant Nelson
Creative Directors: Ben Stilitz , Colin Booth & Nat Potter
Copywriters: Ben Stilitz & Colin Booth
Art Directors: Nat Potter, Ben Stilitz & Colin Booth
Head Of Content: Jess Taylor
Social Media Manager: Francesca Jaconelli
Head Of Production: Ben Sharpe
Agency Producers: Brittany Littlewood, Cara Swindell & Lucy Trower
Chief Strategy Officer: Martin Beverley
Planners: Will Grundy, Sian Iles
Project Manager: Vidya Varsani
Joint CEO: Tammy Einav
Director of Client Excellence: Miranda Hipwell
Account Management: Georgia Bullen, Cicely Milsom, Alice Lowden & Jemima St Aubyn
Team Assistant: Katharine Eriksson
Business Affairs: Emily Eshelby & Gemma Davies
Design: King Henry
Designers & Typographers: Dave Robinson, Dave Callow, Chris Holiday, Sam Stabler & Ed Garland
Digital Design: Gutunberg
Digital Designers: Gil Peres, Adrian Baker & Hash Milhan
Production Company (film): Independent Films
Director: Gary Freedman
Executive Producers: Jani Guest & Verity White
Producer: Chris Mcbride
DOP: Steve Annis
Editing: Assembly Rooms
Editor: Adam Spivey
Post Production: Time Based Arts
Post Producer: Chris Aliano
VFX Shoot Supervisor: James Allen
Lead Artist: Sheldon Gardner
Colourist: Lewis Crossfield
2nd Team: Matt Shires, Bernardo Varela, Ralph Briscoe, Sarah Breakwell, Manolo Perez
Music Supervisor: Theodore Music
Audio Post-Production: Factory
Sound Designer: Jon Clarke
Soundtrack Title: Nabucco, Gli Arredi Festivi
Soundtrack Composer: Giuseppe Verdi
Production Company (stills): Wyatt-Clarke & Jones
Photographer: Louise Hagger
Producers: Becky Humm & Rose Mullings
Post Production (stills): Darkroom Digital
Media: Initiative
Social Production: Cain & Abel
Producers: Jake Graham, Rachel Bliss & Jamie Demetriadi
Editors: Craig Smith & Robert Spray
Post Producers: Gerda Aleksandraviciut & Aleksandra Bulkowska
Motion Graphics Designers: Ed Christie, Hash Kahn & Harriet Bruce
Client: Quorn
Chief Commercial Officer: Pete Harrison
Commercial Operations Director: Sam Blunt
Marketing Director: Gill Riley
Head Of Brand Marketing: Lucy Grogut
Global Digital Manager: Lindsay Winstanley
UK Brand Manager: Katie McDermott
