Young man with a mustache in a red gingerbread-print hoodie leans over a table, caption "12M views in one month"
Submitted by Campfire

Quorn Festive Swap Instagram Creator Campaign

Influencer Marketing

Campfire briefed six creators to put Quorn at the centre of festive meals for meat eaters on Instagram, and the agency reports 12M total views in one month.

12MTotal Views
4.8MOrganic Views
7M+Paid Views

About the campaign

Quorn worked with Campfire and six creators on a festive Instagram campaign that reached 12M total views in one month. Quorn sells a meat-free range, and its category is listed as FMCG. The brief was to drive awareness of the range over the festive period. It also asked for more meat eaters to make the swap, with positive conversation around the products.

The agency selected six creators and wrote a bespoke brief for each one. The creators were trusted foodies, trending cooks and viral comics, and each brief built in their own style and opinions. Food creators cooked Quorn into roast dinners and party spreads, while comedy creators brought the laughs and the Christmas jumpers. The work ran over the 2024 festive period, and paid media then carried the content beyond the creators' own followings.

The agency reports 4.8M organic views from the creator content after one month. Paid media added 7M+ views on top of the organic results. The two together make up the campaign total, all of it festive food with Quorn at the centre of the table.

Case in 60 seconds

Quorn wanted a bigger part in the festive conversation beyond people who already buy meat-free, and telling meat eaters to switch rarely works, so awareness had to come from somewhere other than a swap message.

Meat eaters planning festive meals are not looking for meat-free food, yet they stop for a dish that looks worth eating, because the fear of missing out persuades where an instruction to change habits cannot.

Campfire made taste the selling point, placing Quorn on a festive table full of familiar favourites so that the product earned attention as good food first and as a swap second.

Six creators, drawn from trusted foodies, trending cooks and viral comics, each worked from a bespoke brief built around their own style and opinions, and paid media then carried the Instagram content beyond their followings.

Campfire reports 4.8M organic views from the creator content within one month, while paid media added 7M+ views on top, which took the campaign to 12M total views over the festive period.

Strategy Breakdown

Meat eaters planning festive meals, beyond the people who already buy meat-free.
Festive meals are built around familiar favourites, so a meat-free main had to sit inside that tradition and change only the main dish while the rest of the feast stayed the same.
Meat-free food mostly reaches people who already buy it, and telling meat eaters to switch rarely works, so Quorn needed a way into festive meal planning that did not open with the swap.
Quorn took the place of the main on a table of festive favourites, with sausages and roasts cooked into dishes that looked good enough for viewers to make at home.
People who have not tried a product start to feel they are missing out when they see it served as food worth eating, which is why the work relied on FOMO instead of argument.

Creative & Execution System

Assets & channels

  • Instagram

Partners

  • Campfire

Results & Evidence

MetricValue
Total Views12M total views
Organic Views4.8M organic views
Paid Views7M+ paid views

Why Campfire's strategy worked

  1. 1

    Leading with taste lets a meat-free brand reach meat eaters who would ignore a request to switch, because a dish that looks worth eating holds attention without asking anyone to change a habit.

  2. 2

    Casting foodies, cooks and comics for one brief spreads the same product across different viewing habits, so a festive table reaches audiences that a single type of creator would leave untouched.

  3. 3

    A bespoke brief that leaves room for each creator's own opinions keeps branded content native to the channel, which matters when the audience trusts the creator's taste more than the brand's claims.

  4. 4

    Paid media placed behind organic creator content extends a campaign past the creators' own followings, so the reach of a small roster is no longer capped by the size of its audiences.

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