Meat-free brand Quorn is putting £10m behind a brand re-launch to boost engagement with shoppers and inspire consumers with recipes and meal ideas to raise awareness and drive sales.
The marketing push, which starts in March, will include new packaging, new products, national TV advertising, social media, a new website and digital video content, in-store activity and sponsorship of the Lawn Tennis Association Family Cup. The new website will go live in the UK from March 1st 2017.
Quorn Foods has appointed independent shopper marketing agency FPP to lead its UK shopper communications in 2017. FPP will initially support Quorn on the £10m brand relaunch. The new campaign will be supported with shopper marketing across all major retailers with in-store, online and on-the-go media.
Julian Cooke, Head of UK Category Management, Quorn Foods said “2017 is a key year for us and we’re pleased to have FPP on board to drive our shopper marketing strategy and activation with our key retailer partners.”
Rhys Jenkins, Client Director, FPP said “We’re delighted to be partnering with Quorn and supporting them on their growth targets across 2017 and beyond. It’s an exciting category to be a part of, and an exciting time to join the Quorn brand. We’re looking forward to making it easy for new shoppers to choose the Quorn range.”
As part of the overall marketing push, Quorn will also be expanding on its already popular range of Mince, Sausages, Burgers, Deli products and Ready Meals by introducing new Chilli & Lime Fillets into UK stores from March 6th.
With the trend towards consumers eating less meat set to boom in 2017, Quorn is getting ready to penetrate the fast-growing audience of existing meat eaters who are looking for tasty alternatives that enable them to eat meals that are better for their families and the planet. The newly expanded range will appeal to those looking to take a balanced approach to their healthy lifestyle, while still being able to create their favourite meals.
Peter Harrison, Global Marketing Director, comments: ‘2017 is going to be a huge year for Quorn. Meat Reduction, Vegan, and Vegetarian diets continuously appear to be on an upwards trajectory and I have no doubt that the demand for healthy, sustainable protein sources, such as Quorn, will be at an all-time high on a global scale in the next few years. Our step-change towards encouraging consumers to discover Quorn has been developed to appeal to consumers looking to try a wider range of ingredients without compromising on taste. Research has proved consumers are becoming more aware of healthy and sustainable foods when it comes to cooking. We’re confident this modern look and feel from Quorn will appeal to both our existing and new consumers and Quorn will continue to grow in the UK.’
The new campaign follows research that confirms 73% of meat-free category shoppers are not vegetarians and meat-free shopper basket spend is four times higher than the average shopper basket.
Quorn launched two new 20 second TV ads starring Great Britain women’s hockey captain Kate Richardson-Walsh and world-record breaking swimming champion Adam Peaty as brand spokespeople in January 2017. Both previously featured in Quorn digital marketing. The ads show the Olympians making and enjoying their favourite Quorn recipes of lasagne and Thai curry, with the strapline “Quorn, a deliciously healthy protein”. The recipes shown in the ads will be available on Quorn’s new website.
