JWT beats three to secure £2m Quorn

Quorn, the meat substitute brand, has shifted its £2 million advertising account out of St Luke's and into J. Walter Thompson.

The appointment follows the recent hiring of the former Kellogg marketing director, Guy Longworth, as the company's head of marketing.

JWT pitched against Leo Burnett, Bartle Bogle Hegarty and Farm. The incumbent agency St Luke's, which had held the account for more than two years, did not repitch for the business.

St Luke's was responsible for repositioning Quorn away from the vegetarian food sector and towards the mainstream healthy eating market after winning the account from Rainey Kelly Campbell Roalfe/Y&R.

Previous Quorn advertising campaigns have landed the brand in hot water with the Advertising Standards Authority and the company was banned from describing its products as based on a "mushroom protein".

Quorn is the market leader in the £582 million meat-free market with a market share more than twice the size of any of its competitors. It is produced by Marlow Foods, which was acquired by Montagu Private Equity out of AstraZeneca earlier this year.

In an attempt to become more of a mainstream brand the company launched a range of ribs and meatballs for barbecues earlier this summer and is planning to launch further products throughout the year. Quorn is expected to increase its advertising spend accordingly.

In March, Quorn moved its media planning and buying account out of PHD and into Walker Media.