Succumb to your instincts with Quest Nutrition
Leo New York evolves Quest's It's Basically Cheating campaign with psychology-driven Succumb to Your Instincts creative.
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The latest creative evolution for Quest Nutrition by SG1, a bespoke unit within Publicis Groupe, creatively led by Leo New York.
The agency has developed Succumb to Your Instincts a 2.0 version of Quest's breakthrough It's Basically Cheating campaign that takes a deeper psychological approach to the internal battle consumers face when choosing between indulgent cravings and healthy options.
The campaign addresses a fundamental consumer truth: the constant mental negotiation between wanting something indulgent and making the healthy choice. Rather than positioning Quest as a compromise, the creative humorously encourages consumers to "succumb" to their cravings because Quest products deliver both indulgence and nutrition.
The work launches September 2nd across TV/streaming, digital, social posts, influencer social content and out-of-home, with additional extensions into audio and commerce spaces. Leo New York employed an innovative production approach, using off-camera improv actors to generate authentic reactions from on-screen talent, and created enough modular content from a single shoot to fuel plenty of new content across multiple formats including 30-second, 15-second, and 6-second social spots in the future.
Stuart Heflin, General Manager at Quest, says: "This campaign captures something really authentic about how we make food decisions. Leo New York understood that we didn't need to apologize for people's cravings - we could celebrate them while showing how Quest lets you have both indulgence and best-in-class macros.”
Joe Mongognia, Chief Creative Officer at Leo New York, explains: "We all have that inner struggle with food choices. This campaign captures those struggles and confusion in a captivating way, while showing how Quest lets you satisfy both sides.
