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By Hannah Bowler, Senior reporter

December 14, 2021 | 2 min read

Fledgling plant-based meat brand This has sponsored an English town called Quorn in a bid to take on the meat alternative legacy brand ahead of Veganuary.

The in-house stunt sees the Leicestershire town, which Quorn was rumored to be named after, taken over by This with its local bingo, chip shop and pub all sponsored by the brand.

This has also jumped on the meat-free football sponsorship wagon by supporting Quorn AFC with kits touting ‘We Love This’ and branded water bottles. The deal follows the likes of Meatless Farm sponsoring Real Madrid, Quorn partnering with Liverpool FC and vegan pet food brand Hownd tying with Forest Green Rovers.

Running alongside the campaign is a 90-second social video from Mental Images showing all the ways This has plastered its branding across the town including beer pumps, missing cat posters and chip shop paper.

The stunt follows the appointment of former Wahaca and Eat Real boss Mark Turner, who joined the company in November as managing director. This tapped Turner to shift the company into new growth trajectory after the product hit the shelves in 2019.

According to This, 55% of consumers want to reduce their meat consumption. Turner said at the beginning of his appointment: “This is well-placed to lead this growth, bringing newer consumers into the category with our hugely engaging brand and great tasting, hyper-realistic products.”

The brand was also behind a Salt Bae guerrilla stunt in October, where a meat-free food truck was parked outside Salt Bae’s London restaurant, handing out free food to the public.

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