Quorn awards Farm £8m strategic ad brief

Quorn, the meat substitute brand, has handed Farm its £8 million creative and strategic account two months after parting company with J. Walter Thompson. Farm, which was appointed following a pitch against several unnamed agencies, will continue to use the product's current strapline: "It might just surprise you." It will also continue to develop Quorn's positioning as a mainstream healthy eating brand, rather than one that appeals solely to vegetarians.

Over the past two years, the Marlow Food-owned brand has upped its advertising spend from £2 million to £6 million and this year it will continue this trend, adding an additional £2 million to its advertising budget. Guy Longworth, the marketing director at Marlow Foods, said: "Quorn has grown from a niche vegetarian brand and, as the demand for healthy foods increases, we think that this is a good time to invest in the brand."

Quorn is the market leader in the £582 million meat-free market and has a market share more than double that of its competitors combined. Launched in 1985, Quorn rapidly became a successful alternative to meat and throughout the 90s, it saw year-on-year growth of around 30 per cent. More recently, growth has begun to stall and, last year, it grew by only 5 per cent.

Walker Media will continue to handle Quorn's media planning and buying.