Rainey Kelly Campbell Roalfe/Y&R brings Quorn back on to TV for the
first time in 17 months by introducing viewers to the land of
The ads, which spearhead a pounds 5 million integrated marketing push,
appear to be trailers for a 50s US sitcom.
Using Norman Rockwell-style images and a cheesy voiceover, the first ad
begins: ’Hold on to your hats, folks, you’ve tuned in to Quornville, the
town that’s built on goodness.’
The double entendres continue when the daughter, Mary Lou, says to a hot
dog vendor: ’I never tasted a sausage as swell as yours, Mr Mason.’ She
later tells off her brother, Joe Junior, for his language when he says
the word ’jeepers’.
Mark Barnard, the board account director on the business, said: ’The
work that’s running is the work we pitched with. The idea plays on a
fundamental product truth - that Quorn is naturally balanced and can be
enjoyed as often as you like.’
The ads were written by Pip Bishop and Chris Hodgkiss and directed by
Rob Sanders through Helen Langridge Associates. Media planning and
buying is by New PHD.