Quorn Launches ‘Mission Snack Swap’ with a Tom Cruise Twist and Meat-Free Mischief

The UK’s No.1 meat-free brand, is kicking off a summer snacking extravaganza from 22 May. Backed by a multi-million-pound investment, Quorn’s ‘Mission Snack Swap’ campaign will be activated across TV from 24 May, VOD, online video, social media, influencers, PR and in store across the whole of the UK.

The brand launched its latest campaign this week with a stunt that saw A-lister Tom Cruise ‘spotted’ on a snacking mission of his own, ahead of his latest Mission Impossible premiere. Excited fans near London’s Leicester Square were quick to stop and ask for selfies as Tom enjoyed his protein packed snack break of Quorn Cocktail Sausages before it was revealed that all was not quite as it seemed.

One onlooker was overheard saying, “I can’t believe it, I’m such a big fan! I only popped out for some lunch and never expected to see Tom Cruise chilling in the park eating cocktail sausages!”

​Lucy Grogut, head of brands at Quorn Foods, said, “We’ve had so much fun with our puppets over the last few years, and they have become stars of the small screen. This year, we were excited to hear that our ‘Mission Snack Swap’ was launching back onto TV screens the same week as the latest Mission Impossible film hits the big screen. Our Tom Cruise lookalike had a ball (and bite!) with consumers, and it was the perfect way to start our summer of snacking. With such a close resemblance, he left shoppers really asking, ‘why choose the alternative?’

“We’re going into this campaign already in a strong market position, Chilled Meat Free snacks are the No.1 sector attracting shoppers to category, and Quorn is leading the way as the fastest growing brand in chilled meat free in the latest 12 weeks. Last year, our 'So Tasty' snacking campaign, the biggest of its kind for chilled meat free, brought over 400k new shoppers into the category.

We are continuing to invest in building on this momentum to keep Quorn firmly at the forefront of shoppers’ minds throughout summer and beyond. This campaign will be bigger than ever, running concurrently across more channels, and reaching shoppers across even more touchpoints.”

“The ad creative is an engaging, tongue in cheek way to showcase that our high protein snacks may be mini in size but are mighty in taste.”

Featuring Quorn’s eye catching puppet pals, Perry Pig, Clarence Cow and Chickson Chicken, the advert sees the gang on a ‘mission’ sneakily swapping out meat-based scotch eggs and cocktail sausages with tasty, high protein and low saturated fat Quorn Cocktail Sausages and Picnic Eggs, showing there really is no need for the alternative.

Creative by adam&eveDDB, Media is handled by Initiative, Digital by Anything and PR by MTJ PR. Advert is directed by Jim Archer and puppets created by Andy Heath at Talk to the Hand Productions.