Challenge
Quorn offers a variety of meat substitute products made from mycoprotein, a naturally occurring super-protein as a healthier alternative to meat. As meat alternatives become more mainstream, Quorn, a first to market meat alternative, faced increasing competition in a rapidly emerging market. With limited brand investment, Quorn needed to defend shelf space and increase velocity to sustain distribution.
- Encourage repeat purchases and customer loyalty
- Drive attributable sales among key retailers, with a limited budget
- Support multiple SKUs with varied distribution
Insight
As new brands such as Impossible and Beyond aggressively sought to grow the category using consumer targeted media and high visibility food service partnerships, flexitarian shoppers were purchasing them at retail. If a consumer’s initial venture into the meat alternative category didn’t meet expectations, the user abandoned the category.
Quorn had to quickly convey to shoppers why their brand was different and prove great taste via trial. Once a shopper tasted Quorn, they were likely to become repeat purchasers.
Idea
Leveraged a combination of retail media networks and shoppable social to target shoppers searching for Quorn and competitive products across targeted retailers.
All media offered flexibility to efficiently and effectively support different SKUs available based on location
RMNs (including Shipt) were used to specifically target audiences such as Current Buyers, Lapsed Buyers, Category Buyers, Product SKUs, Frozen Plant Based meals, etc
Expanded reach with Shoppable Social ads through Meta, driving users to purchase Quorn on Instacart across key retailers not supported by RMNs of their own
All support was targeted towards relevant retail promotions to encourage trial