Quorn campaign promotes new ready meal formats
By John Reynolds, marketingmagazine.co.uk, Tuesday, 20 March 2012 08:30AM
Quorn is to move the focus of its marketing activity to a new food packaging format, which the meat-free food brand claims will improve the shelf-life and the quality of its ready meals.
The brand will roll out a campaign in the summer to promote the benefits of MicVac packs for its ready meal range, which hits shelves in May. MicVac packaging vacuum seals the microwavable meals, removing the need for preservatives.
Chilli and sweet and sour variants have been added to the range. Existing products, such as its meat-free tikka masala, will also be packed in MicVac. A fresh pack design and in-store marketing will support the shift.
Quorn is also preparing a TV ad campaign to push its core sausage and burger range over the summer. The ads will run until September.
Quorn and sister brand Cauldron were bought for £205m by private equity firm Exponent from Premier Foods last year.
This article was first published on marketingmagazine.co.uk
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