The task

Quorn, the UK’s leading meat-free brand, enlisted Cracked to boost the brand’s engagement within primary school education, and leverage their distribution opportunities with current and new customers in this market. We jumped at the chance to inspire and surprise pupils through their school’s seasonal menu changes in new and creative ways.

The aim was to speak to primary school children in a way that would get them excited and inspired about the benefits of reducing their meat consumption.

The solution

The campaign centred around the creation of Quorn superheroes Max and Hope! Max, delivering the message around the role of protein in a diet and its link to strength (building muscle mass and repair) and Hope delivering the environmental message. Children at participating schools enjoyed nutrition education and interactive cookery demonstrations delivered by Quorn’s dedicated home economists. Each interactive session featured Max and Hope and involved take-home activity sheets and stickers for every child to boost brand visibility at home with parents, plus the opportunity to win £500 in sports equipment for their school with a ‘Create Your Own Superhero’ drawing competition.

“Working with Cracked is like a breath of fresh air. Rather than your typical marketing agency who need (and don’t deviate from) a project brief, the Cracked team have integrated seamlessly into our business and act and behave like our very own internal, specialist foodservice marketing department”

Phil Thornborrow – UK Head of Foodservice

The results

  • New menu listings achieved
  • Increased number of schools listing Quorn
  • Over 75 UK schools and 5,000 primary school children reached
  • Over 750 children from over 75 schools asked 5 ‘before and after’ questions, which resulted in having measurable positive impacts on the way the children perceived meat-free protein.