Quorn: A festive table worth swapping the meat for.
Quorn wanted more awareness over the festive period, and more meat eaters willing to make the swap. We picked six creators, from trusted foodies and trending cooks to viral comics, and gave each of them a bespoke brief that put taste first and left room for their own style and opinions. In one month the content generated 4.8M organic views and over 7M paid views, with 12M views in total.
Results at a glance
12M total views in one month.
4.8M organic views from six creators.
7M+ paid views on top.
Same festive feast. Different main.
Quorn wanted a bigger part in the festive conversation, and not only with people who already buy meat-free. The brief was to drive awareness of the range over the festive period and encourage meat eaters to make the swap. Along the way, the content had to spark positive engagement and conversation around Quorn's products.
Drive awareness of Quorn's range during the festive period.
Encourage meat eaters to make the swap, with positive engagement and conversation around the range.
Lead with taste, let FOMO do the rest.
Telling meat eaters to switch rarely works. Showing them food that looks too good to miss does, so we made taste the ultimate USP.
01
The insights
The people Quorn most needed to reach weren't looking for meat-free food. They were meat eaters planning festive meals, and a message about swapping would have scrolled straight past them. What gets their attention is food that looks worth eating. Put Quorn on a table full of festive favourites, let taste do the talking, and the people who hadn't given it a try yet start to feel like they're missing out.
02
The strategy
We selected six creators and wrote a fun, creative and bespoke brief for each one. Every brief built in the creator's own style, thoughts and opinions, so the content felt authentic on their channels rather than dropped in from a brand.
Trusted foodies
Food creators whose recommendations their audiences already rely on brought Quorn into proper festive cooking, from roast dinners to party spreads.
Trending cooks
Creators known for the cooking formats people are already watching put Quorn sausages, roasts and more into dishes that looked good enough to make at home.
Viral comics
Comedy creators brought the laughs and the Christmas jumpers, with Quorn sitting naturally in the middle of the feast.
Paid media then carried the content well beyond the creators' own followings, adding more than 7M views to the organic results.
Campfire services on this project
03
The impact
After just one month, the creator content had generated 4.8M organic views. Paid media added more than 7M views on top, taking the campaign to 12M views in total and driving an outstanding amount of awareness for the budget. Every one of those views was a festive table with Quorn at the centre of it, made by creators whose audiences trust their taste, which is exactly where a meat eater's curiosity starts.