Quorn: Making Nacho Nuggs the crunch every family craved.
Quorn wanted its Cheesy Nacho Nuggs to become the star of every family's mealtime, with strong views, engagement and positive sentiment to match. We launched #CraveTheCrunch with comedians and food enthusiasts making everything from ASMR crunches to family recipes, then scaled it through a two-phase paid strategy on TikTok and Meta. The creator content pulled in 4,252,457 organic views, and paid added 30,000,000 more, 47% above target.
Results at a glance
4,252,457 organic views, 30% above target.
30,000,000 paid views across TikTok and Meta, 47% above target.
0.56% CTR, 81.73% above target.
Make the nuggets the star of dinner.
Quorn challenged us to make its Cheesy Nacho Nuggs the star of every family's mealtime. That meant more than awareness. The brief called for strong views and engagement, and for people to come away feeling good about the brand.
Make Quorn's Cheesy Nacho Nuggs the star of every family's mealtime, driving strong views and engagement.
Build positive brand sentiment around Quorn.
Lead with the crunch, let the comments follow.
#CraveTheCrunch was designed to delight and inspire, so we handed the nuggets to creators who could make people laugh, crave and cook.
01
The insights
Food on social is sold through the senses before anything else. A loud crunch on camera or a family tucking into tacos tells you more about a meat-free nugget than any claim on the pack, and it tells you in a few seconds. Quorn's Cheesy Nacho Nuggs had the texture and the fun to carry that kind of content. They needed creators who could make people want one right now.
02
The strategy
We built #CraveTheCrunch in two stages: an organic creator push, then a two-phase paid social programme run by our Paid Social team to take the content further.
Creator content
We worked with a diverse group of online creators, from comedians to food enthusiasts, on content that felt authentic and totally crave-worthy, from ASMR crunches to family recipes.
Phase 1: Launch
Paid activity targeted key audiences across TikTok and Meta, putting the best creator content in front of the right people as the campaign went live.
Phase 2: Sustain
A second phase kept the content running across the same targeted audiences, so visibility and engagement kept building after launch.
Throughout, VibeCheck, the in-house sentiment analysis tool in our Cultural Intelligence Suite, sorted thousands of comments into positive, neutral and negative. That showed us which themes drove the most positive sentiment, and we used it to steer the content strategy.
Campfire services on this project
03
The impact
The creator content brought in 4,252,457 organic views, 30% above target. Paid social then added 30,000,000 views across TikTok and Meta, 47% above target, with 172,274 clicks (150.71% above target) at a 0.56% CTR, 81.73% above target. VibeCheck analysed 6,711 comments and found 48% positive against 21% negative, giving us clear themes to build on. People wanted to know “Oh my days where can I get those Quorn nacho nuggs?”, and one viewer called it “the most hilarious ad I've ever seen”.