Did it really think no one would notice? Practically seconds after posting a video promoting its new UniQuorn nuggets, Quorn was slammed with accusations of plagiarism.

The stolen source material was a nearly 20-year-old Flash animation called Badgers, created by Jonti Picking. The likeness is undeniable. The straight swap – from Badgers to Unicorns – goes way beyond mere homage.

It was a particularly foolish faux pas by the meat-free brand, given Badgers was a huge viral hit at the time – or, as one commenter put it: “one of the most iconic web animations in history”.

Such a “blatant ripping off”, as Picking called it, is never cool. And will almost always be both exposed and – quite rightly – criticised.

But having got itself into this mess – or having been put there by contracted creative agency Ponderosa, it is understood – Quorn should be commended for the way it is digging itself out of it.

Acknowledgement

Quorn could have stayed silent and called in its legal team. But it didn’t. After Picking’s “rip-off” call on Tuesday night, the following morning Quorn tweeted in reply that it was “HUGE fans of yours and the iconic Badger, Badger, Badger (it’s been stuck in our head since 2003)”.

Not quite an apology. If they loved him so much, why nick his ideas? And they fumbled it slightly by then asking Picking to contact them. As one Twitter user put it: “YOU should contact him BEFORE you appropriate his work without paying him”. But, nevertheless, a proactive bit of peace-making.

Reaching out

According to Picking’s commercial representatives, Quorn contacted him on Wednesday to arrange a call that afternoon. Picking held off on further criticism until he had spoken to the brand, which was making positive noises about the outcome. On Twitter, he posted a tentatively conciliatory message: “Let’s not put people off trying to sort things. I appreciate their reaching out.”

Finding a resolution

Quorn could have just offered a lump sum to hope the whole thing would be put to bed. And Picking will be getting damages – which it is understood Ponderosa will be stumping up on Quorn’s behalf. But the brand went one step further. It has struck a deal that will see it collaborate with Picking “on a revised version of the UniQuorns film, produced under license”. And all within 24 hours of its copycatting being exposed.

It’s a deft move. Nothing says ‘we’re friends now’ like an official collaboration. Already, Quorn has tapped Picking’s significant online reach, which has only been amplified by the fiasco. And when the collab does come out – understood to be in the next couple of weeks – Quorn will enjoy another shot of virality (positive this time) and a fresh round of press coverage. As one Twitter user said: “Fair play to @QuornFoods for doing the right thing in the end.”

Quorn made a major social media blunder. But it is at least doing a decent job of putting things right.

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