The wide-ranging campaign will be led by major NPD, new packaging which rolls out next month, new national TV advertising showcasing the versatility of the range and the huge variety of great-tasting meals that can be made with Quorn.
A new website will focus on inspiring consumers with great tasting recipes, together with strong investment in digital videos to drive reach to new consumers and POS to drive shopper engagement.
“The relaunch is really good news for retailers looking to unlock the potential of the meat free category, as we’re going to drive shoppers to purchase Quorn from the chilled and frozen meat free fixture in record numbers,” said Julian Cooke, head of UK category management.
“Consumer demand for healthier and more sustainable protein sources such as Quorn is growing rapidly. The relaunch will recruit newcomers to the brand who are looking to enjoy great-tasting meat free snacks and meals, as well as inspiring current consumers to cook more often with Quorn.”
Sustained TV advertising will be at the heart of the media support programme which will result in Quorn being advertised for 49 weeks of the year. The TV advertising will be complemented by social content, sponsorship of the Lawn Tennis Association Family Cup and Quorn’s biggest ever investment in trade-facing communication, including a raft of point-of-sale material.
“We’re also developing a core range specifically for the convenience channel,” added Cooke. “We’re offering five chilled products to satisfy the growing food to go and food for tonight missions, complemented by five frozen products targeting the food for later occasion.”