Quorn has unveiled a £10m brand relaunch.
The wide-ranging campaign will be led by major NPD; new packaging, which rolls out in March; and new national TV advertising showcasing the Quorn range.
A new website focuses on inspiring consumers with recipe ideas. The meat-free brand has also invested heavily in digital video and a raft of point-of-sale material.
“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, Quorn’s 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 £10m media spend which will result in Quorn being advertised for 49 weeks of the year. This will be complemented by social content, sponsorship of the Lawn Tennis Association Family Cup and Quorn’s biggest-ever investment in trade-facing communication.
“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.”
The relaunch comes as research suggests that 73% of meat-free category shoppers are meat reducers; and the meat-free shopper basket spend is four times higher than the average shopper basket, highlighting the role that brands such as Quorn can play in boosting sales across other categories.
