Member Article

Yorkshire-based Quorn signs Mo Farah for multi-million 2014 campaign

Yorkshire-based company, Quorn is going for gold next year after signing Olympic Gold Medallist Mo Farah to front its multi-million marketing campaign for 2014.

The 2014 advertising campaign features the Olympic star telling us that practice and protein are the key to his success and marks the first time in almost 20 years that a sportsperson features cross-platform for the brand.

The campaign marks the launch of a bold new reframing for the brand, as a healthy protein, aimed at a broader consumer audience who are committed to a fit and active lifestyle.

Quorn’s International marketing director, Peter Harrison, commented: “The meat-alternative category is in growth, driven by Quorn’s 6.4% value and 9.1% volume growth (YOY 52w/e November 2013).

“As more consumers look to alternatives to meat it is estimated that the sales potential for the category could exceed £600m2 by 2020.

“By reframing Quorn we will reach a new audience - those who lead a fit and active lifestyle – whilst continuing to appeal to people that already understand the benefits of a meat-free diet.”

With the benefits of high protein diets featuring heavily within consumer media, there is a considerable opportunity to appeal to those that take a keen interest in fitness, such as gym-going men and women. Quorn is well placed to meet consumers’ needs with products such as Quorn Mince and Quorn Chicken Pieces that are high in protein, but unlike some other protein sources, are low in saturated fat.

Harrison added; “Next year will be an exciting time for the Quorn brand. We’re continuing to focus on our core products and will be investing more than ever before in marketing communications to ensure that the brand, and the category, is front of mind for the millions of consumers who seek to lead a fit and active lifestyle.

“Mo Farah is the epitome of fitness and we’re proud to be working with him in 2014. Working with Mo, we’ll educate consumers on the benefits of Quorn products and in turn, drive the penetration of the meat-free category.”

On the partnership, Farah added: “As an athlete, maintaining a healthy lifestyle on and off the track is important to me. That’s why I am proud to be working with Quorn – a healthy source of protein that’s low in saturated fat.”

The new Quorn campaign will launch on 1st January 2014 and will feature a high profile TV advertising campaign on air every month of the year, digital marketing, PR, and social media activity.

This was posted in Bdaily's Members' News section by Clare Burnett .