Driving Meat Free Consumption via Digital Media
B e n Sussna Head of Marketing and Innovation Quorn Foods was founded in 1985 with the invention of our proprietary ingredient, Mycoprotein
Our Secret Proprietary Ingredient, Mycoprotein… Allows us to Deliver The Best Tasting Food in The Category…
Soy
Chicken Quorn’s Similarity to Chicken = Great Meat Like Texture
An Incredibly Healthy, High Quality Protein… And A Product That Is Sustainable and Better For the Planet!
• Per Serving, Quorn is healthier than Meat: ✓ Fewer Calories ✓ Less Saturated Fat ✓ Good / Excellent Source of Protein ✓ Good / Excellent Source of Dietary Fiber ✓ No / Low Sugar & Cholesterol ✓ Made with Non-GMO Ingredients & Soy-Free • Protein index of 0.96—virtually identical to lean chicken breast • All 9 essential amino acids 2 Consumer habits have changed considerably! Frozen Meat Alternatives grew +11.4% in 2018, while animal meat consumption only grew +2%
Mintel Research Illustrates: Frozen Meat Alternatives – Total US Grocery Dollar Sales (Millions) • 69% of consumers now claim they eat meatless meals once a week or more +11.4% • 28% of consumers now claim they are actively reducing their meat consumption
• 70% of Beyond Burger purchasers are ‘meat eaters’
$376.5 • % of Vegetarians generally flat @ 5% of US population—Flexitarians are $338.1 driving meatless category growth
$296.7 $296.8 $297.1 $299.9 I am a faithful vegetarian 3% Boomers 3% Gen-X 8% Millennial 5% CY 2013 CY 2014 CY 2015 CY 2016 CY 2017 CY 2018 Total Source: IRI, Total US-Food, 52 weeks ending Feb 24, 2018 3 As our category has changed, so has the way that we reach consumers. Digital is now our most effective form of advertising
• Recipe imagery • High resolution • Video should • Recipe • Videos :15 or • Recipe videos images always be used photography under prove • Sustainability • Focus on • Maximize sizing only most effective, content lifestyle and to incorporate • No product but :30 is also • Create different recipe imagery product packaging or acceptable copy per • Video can be • CPM is typically branding • Be aware that segmentation used effective • Bring a unique your content • Target and • Branding should • Reach spin to a classic might be paired spend now be consumers not recipe with video that strategically prevalent on other is not a match • Re-posting • Influencers are platforms for your brand others’ content a strong is acceptable approach Our digital approach is defined by 4 steps
Test & Target Customize Optimize Learn Knowing who to target is essential in this category
Vegan Vegetarian Flexitarian
• Most informed/educated • Most loyal • Trying to better their lives • Understand industry • Basic understanding of without too much change terminology industry terminology • Understand health trends • Opinionated when talking • Typically most engaged with • Do not want to be about vegetarian products brand on social platforms inconvenienced by a product
Healthy Eating Environmentalists
• Trying to better their lives, • Interested in using products but don’t care if this involves that are helping the meat or not environment • Do not want to be • Talking about sustainability is inconvenienced by a product most important It is important to create custom creative for each segment as there are different drivers that bring consumers into the category
Tips
• Create different creative/copy for each segment Quorn’s Meatless Grounds produce 90% fewer emissions than beef, it’s so good you’ll forget it’s healthy and • Give consumers a call to action (recipes, store environmentally friendly! locator, etc) Find coupons and great tasting recipes www.quorn.us • Know your platform and create appropriate content and sizing accordingly In addition, test and learn to see what connects with each segment, and then launch only that option Once you learn optimize the best performing creative/copy and remember these tips…
Video Size Ratios Stills
16:9 - YouTube
• Modern and appetizing
• No product packaging
• Simple with a twist
4:5 – Facebook/Instagram Feed 4:5 – Facebook/Snap Stories