Quorn is getting a £5m marketing injection to support a relaunch. Ads hit TV screens on Wednesday, while press ads start in newspapers nationwide from Monday (April 22). It is a major push for the meat substitute brand which Marlow Foods, its Middlesbrough-based manufacturer, claims already enjoys sales of more than £100m a year. The new ads play on the notion that Quorn, which is high in fibre and protein and low in cholesterol and fat, can be an ingredient for a healthy lifestyle. Carrying the theme that Quorn eaters enjoy an active lifestyle, one of the press ads shows a little girl changing a wheel on her father's car and carries the strapline Spag bol that helps you get the most out of your kids'. Another depicts an old man crossing a kitchen floor with soapy sponges attached to his zimmer frame and jokes Shepherd's pie that helps you get the most out of Gramps'. Packaging is hitting stores now and has lost its garish orange and green hue, instead changing to white backgrounds with colour codes depicting what type of product is on offer ­ such as a ready meal, deli item or meal ingredient. Further activity between now and summer includes sampling in London stores, Quorn recipes on packs of baked potatoes in Sainsbury and a partnership with Asda which will include instore treasure hunts and sampling. Nigel White, UK marketing controller for Quorn, said: "We believe this will further boost one of the strongest brands in the food market." {{P&P }}

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