Going meat-free doesn’t have to mean sacrificing great taste. For its new year’s campaign Quorn is going after chicken lovers to prove that Quorn products taste just as good if not better than the real thing.

The ad is part of the brand’s ‘So Tasty, Why Choose The Alternative’ campaign crafted by adam&eveDDB and goes after Britain’s biggest chicken lovers to show that any one can enjoy meat-free.

The campaign film depicts the familiar scene of the end of a night out takeaway, taking a cheeky, relatable approach showing partygoers swarm for a box of nuggets or a tasty chicken burger. However, the advert reveals at the end that no chicken was eaten at all, instead the revealers have been chowing down on Quorn; showing that Quorn is so tasty you don’t need to choose the alternative.

The film highlights three of Quorn’s top performing products; Quorn Crispy Nuggets, Quorn Crunchy Fillet Burger and Quorn BBQ Sticky Wings from the brand’s Takeaway range. 

“One of the biggest barriers to trying meat free products can be taste perceptions. We’re hitting that head on with this campaign.” says Gill Riley, Marketing Director at Quorn Foods UK. “This new ad campaign will show Britain’s biggest chicken lovers that our products taste just as good as, if not better, than the meat equivalent, and are perfect for any occasion but especially that post-night out feast. We want meat lovers to give Quorn a try, as we know the reaction will be ‘I can’t believe it’s not chicken?!’.”

The So Tasty campaign launches in January across multiple platforms including TV, BVOD, AVOD, OLV, digital, social and PR. The activity will be supported by a mass sampling campaign to get Quorn’s great tasting chicken products into consumers hands.

Where January is a key time of year for meat-free products, drawing customers in by demonstrating the strength of the product and showing that switching out meat doesn’t mean sacrificing taste will see Quorn gain new customers for the year ahead.