Meat-free product Quorn is launching a £3m summer marketing campaign as part of its repositioning as a healthy eating brand.
Manufacturer Marlow Foods is targeting the 52% of Quorn consumers which it says are non-vegetarians.
The drive includes redesigned packaging with a more mainstream look, as well as TV advertising from July and innovations such as Fajitas Strips and Deli Salami. The ‘Sizzle Into
Summer’ campaign is part of the company’s target to grow the brand by 10% in 2005. It retains the ‘It Might Just Surprise You’ message. Marketing director Guy Longworth said: “Summer is the perfect time for Quorn to relaunch as a mainstream healthy eating brand. Consumers will be looking to change their eating habits and opting for lighter meal solutions.”
An on-pack promotion across 2.8m chilled packs, using a rip-strip mechanic, offers the chance to win health spa days. There will also be sampling at major multiples and a PR campaign in slimming clubs.