Individual Practice - Quorn Brief - Research / Questionnaire

Quorn

Brief: 

Create a campaign to encourage the world to go meat free for one day. 
Create a campaign to encourage the world to participate in World Meat Free Day 2017.

We would like you to create a campaign to promote World Meat Free Day and encourage people to go meat free for the day. 

How do we explain the problem and create a solution that people across the globe can understand and get involved in to make a change. The first step in what we hope will become a longer-term behavior change. 

Think about how your campaign can encourage people to make long-term changes to their consumer behavior beyond World Health Day. Encourage people continue to feature meat free meals in their day-to day lives. Healthy for them and healthy for the planet! 

A creative hook and execution is needed to help us do this!

Think about which channels you will use to execute your campaign. Will you create an animation to share on social media? Or perhaps some posters to be used within the supermarkets.

Research: 

What are Quorn products?

Quorn products are made from Mycoprotein which is a nutritionally healthy protein source that is meat free and naturally low in saturated fat and high in fibre.

Quern products have the taste, appearance and texture of meat, perfect if you want meat free meals or are thinking of creating healthier versions of your favourite everyday meals.

How is Quorn made?

It is made from Mycoprotein which is produced by a process of fermentation similar to that used for yeast in bread. Unlike other meat alternatives, there's no strong aftertaste and Quorn is great at absorbing the flavours used in cooking.

Questionnaire 

I have created 2 questionnaires for people to answer. The questionnaires are for vegetarian/vegan people and meat eaters.  The links to the questionnaires: 

Vegetarian/Vegan: https://www.surveymonkey.co.uk/r/75TXBZG 

Meat eaters: https://www.surveymonkey.co.uk/r/9JTVYSK

I have collected 11 replies. 

Vegetarian/vegan people: 

What is your age?

- 18 - 29

- 18 - 29

- 18 - 29 

- 30 - 44

- 30 - 44

What made you become a vegetarian/vegan?

- My main reason was ethical because I couldn't stomach the thought of animals suffering so I could eat meat. Since it has grown to include health and environmental reasons as well.
- animal cruelty.
- I was feeling bad when I thought about dying animals.
- I've always felt bad about eating meat even though I loved the taste of it.
- I did it because it was hip to be veggie because of the animal cruelty aspect. But I still ate seafood just no meat. Plus I ate dairy.

For how long have you been a vegetarian/vegan?

- About 3 years.

- 5 years. 

- year. 

- 7 years now 

- 5 years. 

Have you managed to convince anyone you know to become vegetarian/vegan?

- no

- no

- no

- no

- yes

If so, how?

- I managed to convince my boyfriend to become vegetarian. Simply offering him 'vegetarian options' for dinner and talking about benefits of being a vegetarian.

Please rank the statements in terms of importance to you:

Have you ever considered eating animal product? If so, why?

- no 

- yes - I love vegetarian food but I love meats too. And I would never give up seafood. That's just impossible for me!

- no

- yes - I love the taste of it
- yes - the taste is good

As a vegetarian/vegan, what do you think would influence people who eat meat, to go meat free day?

Video Content          \

Posters/Prints            \\\

Animation/GIFS        \

Physical Product

Other

What's the best resource of information about being vegetarian/vegan?

- Probably social media like Facebook etc.

- Internet/ Facebook pages 

- Wikipedia

- Leaflets/ Internet 

- I think internet because you can find here anything you need to. 

Have you ever tried Quorn products?

- yes

- yes

- yes

- no

- no

Meat eaters: 

What is your age?

- 18 - 29

- 18 - 29

- 18 - 29

- 18 - 29

- 18 -29 

- 18 - 29
- 30 - 44

On a weekly basis how often do you consume meat as part of any meal?

- 1 - 2 times a week
- 1 - 2 time a week 

- Everyday

- 3 - 4 times a week

- 5- 6 times a week

- Everyday 

- Everyday

Why do you eat meat?

- I love meat and I think it is quite healthy for us.
- I eat meat because it tastes good and is very versatile as a food.
- I love it
- cos I'm hungry
- beef chicken
- Food chain, taste and "habit"
- Because I like it ;)

Have you ever considered to become a vegetarian/vegan? If so, how?

- no

- no 

- no 

- no 

- yes, i don't know, just to try it

- nope 

- not really, can't imagine it

What might defer you from regularly consuming more meat free meals? (Select all that apply)

- cost   3

- time   0

- taste   5

- lack of alternatives 3

- other (please specify) 

Would you go meat free for a day?

- yes - 5

- no - 0

What do you think would influence people to try go meat free day?

Video Content          2

Posters/Prints           5

Animation/GIFS      2

Physical Product     1

Other

Do you think the welfare of animals has become better over the years? Please explain.

- Depends fully on the source concerned. I think now that poor conditions in farms and abattoirs have been exposed (via campaigns, talk shows etc.) People are more conscious of buying from reliable sources, and farms have upped their standards knowing that more stringent regulations and publicity are targeted at them. Of course, not all people are willing to pay more money for their meat, and they end up supporting meat industries that cut back on costs at the expense of the animals. 
- yes 
- yes 
- yeah, people started to treat animals with more respect
- not sure 
- I don't think so 

Have you ever tried Quorn products?

- yes - 3

- no - 3