Quorn races into 2014 with Mo Farah deal
QUORN Foods is going for gold after signing Olympic Gold Medallist Mo Farah to front its multi-million pound marketing campaign for 2014.
Headquartered in Stokesley, North Yorkshire, the market leader in meat-alternative foods has drawn up an advertising campaign which features the Olympic star hailing “practice and protein” as 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, said: “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 £600m 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.”
He added: “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.”
