The Hairy Bikers ‘Cheat on Meat’ in Campaign for Knorr

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AnalogFolk enlists the popular British TV chefs for the stock brand
The Hairy Bikers ‘Cheat on Meat’ in Campaign for Knorr

As new research reveals 25% of British kids regularly get two or fewer of their five a day, household stock brand Knorr has brought the Hairy Bikers on board as it launches a new cooking project to help families get more vegetables into their diet, by showing how meat-free meals can be just as delicious as meat-based dishes.

As well as being the region where families most need to improve their fruit and vegetable intake, new research shows two in five parents in London are not at all confident when it comes to cooking meat-free dishes from scratch. This is exacerbated by the fact that more than a quarter (26 per cent) of those in the capital say they do not know how to boil pasta or rice, or how to peel and chop vegetables. Knorr is therefore launching the Master Meat-Free with to bring cooking workshops to the areas where help is needed most, helping British families introduce more nutritious, vegetable-based meals into their Diets. The campaign was created by AnalogFolk.

The workshops, run in collaboration with the Organic Cookery School, will focus on giving British family favourites – such as shepherd’s pie, curries and soups – a meat-free twist, using Knorr stocks as the secret weapon to make them as delicious as their meat counterparts. The classes will teach families how to “cheat on meat”, by giving them the skills and knowledge they need to be able to cook tasty vegetarian meals from scratch, packed with plenty of vegetables.

Through the new project, Knorr is looking to help UK families lead more nutritionally and environmentally conscious lifestyles, as Knorr’s tasty vegetarian recipes are not only better for you – they are better for the planet.

For the UK as a whole, 29% of parents say the main barrier to them cooking more meat-free meals is not knowing any good vegetarian recipes, closely followed by 28 per cent who don’t believe their family would like the taste of their veg-based cooking. This is despite the fact that three quarters would happily order a vegetarian main course at a restaurant – showing the key issue is confidence in the kitchen rather than an aversion to meat-free cooking.

Philippa Atkinson, senior brand manager for Knorr, said: “We know how tricky it can be for families to incorporate more veg into their diet, which is why we’re on a mission to show the nation that meat-free meals can be just as tasty as their meaty equivalents – particularly when you’ve got a secret weapon like Knorr’s veggie stocks up your sleeve. By launching our ‘Master Meat-Free with Knorr’ project with the Hairy Bikers and the Organic Cookery School, we’re helping to show families that cheating on meat can be quick, easy and above all Delicious!”

“The launch is part of a wider £2 million campaign to show our commitment to helping the nation turn their traditional recipes into meat-free versions. Through radio, OOH and social media we’re showing UK families how meat-free meals can be just as delicious as meat dishes, through the power of Knorr stocks.”

Dave and Si, the Hairy Bikers, added: “We love our meaty family favourites as much as the next pair, but we know some families need a bit more help when it comes to cooking tasty meat-free meals. We cut down on a lot of meat for Hairy Bikers’ Go Veggie!, which is why we’ve teamed up with Knorr to show just how easy it is to turn those dinnertime classics into veggie versions without compromising on taste.”

For more quick and easy meat-free recipes, visit The campaign can be seen on Instagram, Facebook, London Underground, national commuter OOH locations and local radio stations and will run until the end of November 2019.

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Advertiser: Unilever

Creative Agency

Creative Agency: AnalogFolk

Associate Creative Director: Sara Pouri

Creative: Andrea Vergara

Creative: Michael Venner

Design Director: Darren Custance

Senior Strategist: Nick McWilliams

Strategist: Vee Lockey

Senior Producer: Erica Sedgwick

Media Agency

Media Agency: Mindshare

PR Agency

PR Agency: W Communications

Recipe content

Company: Uncovered


Photographer: Sam McElwee

AnalogFolk, 8 months ago