Drew Barrymore is best friends with a chicken in Quorn's first U.S. campaign

Plant-based meat brand asks if you would eat your best friend

Published On
Feb 17, 2022

Editor's Pick

“You wouldn’t eat your best friend.” That is the food for thought presented in the latest campaign for meat-free food brand Quorn, with the help of Drew Barrymore. 

In the brand's first U.S. national push, the actress and talk show host meets up with a Big Bird-esque buddy for a day of trying on costumes, reading magazines and painting one another’s talons. They also have a pillow fight that sends feathers flying, albeit probably not chicken feathers on Barrymore’s budget, and sit down for a lunch of chicken nuggets—thankfully the star is stocked with the meatless variety.

Then the tagline: “Quorn meatless chiqin: because you wouldn’t eat your best friend." (Easy for Barrymore to narrate since she reportedly hasn’t eaten chicken in ten years.)

Barrymore, who holds the c-suite title “Chief Mom Officer” at Quorn, collaborated with the brand and director Dan Opsal of Hungry Man Productions to create the adorable film of friendship and feathered fun in New York City. 

"The idea for the 'Best Friends' spot was born out of a team brainstorm, and then Drew was able to bring in some of the best in the business to write and direct the spot," Judd Zusel, North American president of Quorn Foods, told Ad Age. "[Screenwriter] Liz Koe did an amazing job writing the script, and Dan Opsal beautifully directed and shot the ad."

The ad marks a big moment for the brand as its first U.S. national push, Zusel said.

He had joined the company in March of last year after serving at Bacardi and at the time, "our big strategic focus was to build awareness with our target consumer of flexitarian foodies who want to engage in a plant-based lifestyle for their families without compromise," he said. To break through, "the brand needed  something disruptive to gain awareness in the U.S., which led us into the celebrity partnership space."

Quorn is much more established in its U.K. home base and has been in the U.S. market for about a decade. "Our market share in the U.K. is 34%, while in the U.S. we are very early in our journey with market share in the mid-single digits," Zusel said.

Previous marketing included a global spot via Adam&Eve/DDB last year tapping into "Veganuary." For now, the U.S. has its own plans in terms of marketing. "While we are keen to follow global brand standards to ensure global consistency, we largely had to write our own U.S. playbook and marketing strategy," said Zusel.

The "Best Friends" ad premiered this week and will run across streaming, digital and the brand’s social channels.

Credits

Date
Feb 17, 2022
Client :
Quorn
Director :
Dan Opsal
Director :
Hungry Man Productions
Writer :
Liz Koe
Photography :
Douglas Levy

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