Marlow Foods is investing £3m with the aim of repositioning Quorn as a mainstream healthy eating brand.
The ‘Sizzle Into Summer’ campaign comprises new TV advertising, a packaging re-launch, NPD, on-pack promotions, sampling, PR and website redesign. However, Quorn’s strapline – ‘It Might Just Surprise You’ – will remain at the heart of all activity.
Marlow Foods 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, opting for lighter meal solutions – and brands that make healthy eating enjoyable can expect healthy growth themselves.
“Quorn is entering its most exciting phase of activity for a number of years. Our TV support, on-pack promotion and new packaging provides an exciting step change for the brand. We’ve developed a new distinct personality – repositioning Quorn as a fun, contemporary and enjoyable brand for everyone interested in leading a healthy lifestyle.”
Quorn’s new packaging will be rolling out in stores this month with TV support next month.
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