The UK’s biggest stocks brand, Knorr, today announces its long-awaited return to the nation’s TV screens as part of its £2m ‘Cheat on Meat’ campaign. Featuring the popular cooking duo, The Hairy Bikers, the TV ad aims to raise awareness of the brand and encourage people to #CheatonMeat this Veganuary and beyond.
The television ad will feature The Hairy Bikers surprising a meat-lover who claims, ‘it’s not a real meal without meat’. The iconic chefs then show him how to create delicious meals with the help of Knorr Veggie Stocks, impressing him with a mouth-watering, meat free sweet potato & bean chilli and earning his approval.
In addition to TV, Knorr will be helping to amplifying in-store presence by creating online and instore POS. As well as investing in a social media campaign and PR support, running always-on recipe inspirations and collaborating with BBC Good Food on a recipe takeover. The 360 campaign aims to demystify meat-free meals to consumers and show shoppers that meat free meals cooked with Knorr stocks taste as good, if not better, than meals made with meat. The leading seasoning brand aims to help people consider the impact that a meat diet has on our planet, helped by creating flavorsome meat free dishes and offering a delicious alternative.
Alex Okada, Creative Director at MullenLowe said, “Knorr is a household name in the UK and have been behind delicious meals for generations. So, to pair them up with another household favourite in the Hairy Bikers, experts in tasty veggie recipes, it gave us a great platform to let the ‘Cheat on Meat’ message really sing. In what could have been a tricky production, given world events, it was great to have a client partner so determined to make great work come rain or shine.”