Quorn is encouraging dedicated carnivores to adopt a flexitarian diet in its first work by Adam & Eve/DDB.
The TV ad begins as an older man declares: "I've had meat and two veg every day of my life."
Meat eaters, including a cavewoman who enjoys "a bit of mammoth", discuss their love of animal-based foods but things take a turn as they start to swap meat out of their diets in favour of Quorn. Even a Venus flytrap decides to go meat free "for the kids", prompting the tagline: "Helping the planet one bite at a time."
The spot launches on Saturday 16 January during ITV’s The Masked Singer alongside social-media, out-of-home and in-store activity. It was created by Nat Potter, Ben Stilitz and Colin Booth, and directed by Gary Freedman through Independent. Media is handled by Initiative.
This marks Adam & Eve/DDB's first work for Quorn since it won the brand’s global creative account in September last year.