An advertising campaign that promotes Quorn's plant-based meat products, done mainly with Adobe Photoshop. The main idea was to encourage people to try Quorn's plant-based products by including it into their meals, for a Meat Free-iesta anytime they did so, as with Quorn, every meal feels like a celebration.
Before arriving to the main idea, I did some research into the company I had chosen and identify the problem it had, which was its lack of an online presence. I came up with an objective of getting more people to try their plant-based products, having an integrated campaign promoting the products through social media, outdoor ads and even getting local chefs and influencers to review them. After this, I found out more about potential competitors that Quorn had, fellow plant-based food companies such as Beyond Meat, Meat Zero and Gardein.
Then, I researched into consumer's behaviour, reading reviews left by the public on their opinions on the various Quorn products and they were generally positive. Based on all of the research done, I decided to focus my campaign towards environmentally-conscious young adults (aged 20-28) who were interested in trying alternative food, such as plant-based ones.
Eventually, as I explored with some concepts for the campaign, I settled on Meat Free-iseta, a play on the word 'meat-free' and joining the word 'fiesta' at the end of it. Other than the outdoor ads, there was also a social media campaign and Instagram filter accompanying the idea. The Instagram posts would promote Quorn's products and include recipes for people to try out with said products. The Instagram filter showcases the tiny Quorn-filled figures celebrating near a person, with their positions changing each time it is used.
