Meat-free brand Quorn is unveiling a £14m support package to showcase how easy it is to cook with the product.
Julian Cooke, head of UK category management at Quorn, said: “Quorn is consistently one of the biggest media-spending brands across all frozen and chilled sectors which, alongside our significant increase in distribution, has driven record growth in the last 12 months.
“This is set to continue in 2018 with our biggest marketing spend, coupled with an increased consumer focus on healthier lifestyles and more and more people looking to reduce their meat consumption driving the success of the category.
“In January, Quorn will drive sales of over £16m as shoppers look for nutritious products after the festive period that don’t compromise on taste or quality.”
Quorn’s year-long campaign will result in the brand being advertised on TV for 50 weeks of the year, kicking off with three different adverts in the first quarter highlighting the versatility of the range, with a focus on Quorn Mince, Quorn Pieces and Quorn Cocktail Sausages.
The TV campaign and NPD drive campaign will be complemented by PR and digital content focusing on ways to reduce meat consumption without missing out on family favourite meals, as part of a healthy lifestyle.
“In addition to targeting our current consumer base, the wide-ranging marketing activity will reach out to non-category buyers, with a particular emphasis on families with children who we believe will be particularly receptive to our messages as we promote the benefits of tasty and healthy choices,” added Cooke.
“By enabling consumers to make great-tasting, affordable dishes that are good for them, and with our highest level of brand investment, we’re confident that we will be able to build on our current position as one of the UK’s top 10 fastest-growing food brands.”