Creative Solutions Inspire Mums to Spice up Midweek Meals with Quorn

Already a well-known brand with over 90% awareness, Quorn wanted to focus on building an emotional attachment with consumers via their 2009 campaign.

The brief was to target busy health-conscious mums…
- Positioning Quorn as a protein in its own right (not just meat substitute)
- Establishing and promoting positive food values for Quorn (e.g. low fat)
- Creating brand personality that resonates with the target audience…”spicing up the middle of the week in a way the whole family willenjoy”

The Solution:
The creation of relevant content and sponsorships around specific food and recipe-related features in IPC Connect and Southbank magazines. Alongside display advertising, regular presence throughout 2009 allowed Quorn to create a relationship with the readers within valued and trusted editorial entities, positioning Quorn as the ideal family meal time choice.

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