Quorn focuses on health credentials

The meat-free brand Quorn is launching a radio, press and outdoor campaign through J. Walter Thompson aimed at extending the product's appeal beyond vegetarians.

It is the first work to emerge since the agency won the £2 million business from St Luke's following a pitch against Leo Burnett, Bartle Bogle Hegarty and Farm this summer.

The campaign, which breaks this week, highlights the brand's healthy-eating credentials with the endline: "Smart eating starts here."

The press work focuses on surprising facts about the brand. For example, one execution states that while Quorn sausages have 80 per cent less fat than ordinary ones, they also contain more fibre than mashed potato.

Media planning and buying is by Walker Media.

Quorn will target a predominately female audience through celebrity magazines, supermarket posters and radio in London, Meridian, Anglia, Wales, the West Country and the Midlands.

The radio work uses the voice of the comedian Dominic Holland. In two executions, he claims to be Barbara before stopping and promising a "porkie"-free ad.

Guy Longworth, the marketing director for Quorn, said: "This is an exciting time for the Quorn brand and this new work is the first step in re-establishing what the brand stands for."

The ads were art directed by Dave Woodall and written by Matthew Lloyd.