St Luke's to reposition Quorn with £3m multimedia drive

Quorn, the vegetarian food brand, is launching a £3 million TV, press and ambient campaign, through St Luke's, that seeks to move the brand away from its vegetarian positioning to an everyday food that's good to eat.

St Luke's was hired by Marlow Foods, Quorn's owner, a year ago but this is the first campaign to back the brand since the previous incumbent, Rainey Kelly Campbell Roalfe/Y&R's "Quornville

ads two years ago. The creative idea behind the campaign is "good food that helps you get the most out of your loved ones".

Two 30-second ads and two ten-second spots feature witty scenarios of friends or family feeding their loved ones. In one ad a father convinces his son to dig a huge hole for a swimming pool in the garden by telling him it's just like digging on the beach. Another sees a mother convincing her child to spin the washing around in the back garden to dry the clothes faster.

Quorn is shown to be the inspiration behind the behaviour. The ads use the line: "good food that's great for them but even better for you".

Since launching in the early 90s, Quorn has grown on average by 30 per cent a year but it needed to reach a wider audience to continue this growth.

It has a 15.5 per cent share of the meat-free food market, with £100 million in sales.

The ads were art directed by Adam Arber and written by Orlando Warner.

The TV ads were directed by Neil Harris and produced by Partizan. Media is through PHD.

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