Quorn plots digital activity
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Quorn is to overhaul its packaging and shift more of its £7m marketing budget to digital, one of a raft of new marketing initiatives planned to achieve its stated aim of becoming one of the UK’s top 10 grocery brands over the next ten years.
The brand will use digital platforms such as Facebook to turn trial in to repeat custom.
Chris Wragg, Quorn marketing director, says: “We’re looking to step change our digital platforms next year to amplify our ’favourite meals’ message, but do it differently to other food brands.
“Quorn can answer the needs of a massive group of consumers and people trying to be healthy. Our growth will be driven by more effective and added investment in marketing.”
He adds that the focus of digital activity will be driving trial and recruiting new users to the brand, whereas many brands use digital to build loyalty and engagement.
It will also introduce new packaging to make its products easier to find on-shelf and attract new customers in-store.
The meat-free brand is also launching a TV ad campaign in January to promote the reformulation of its mince product under the strapline “Best Ever Mince”. It hopes to attract consumers looking to find healthier ways to make their favourite recipes such as bolognaise and chilli, following the over-indulgence during Christmas.
Quorn will also increase its marketing spend to £7m in 2012, up from around £5m this year which will see its ads on TV for 46 weeks of the year presence. Its ads ran for 20 weeks this year.
The brand, which was sold off by Premier Foods in January and is now led by former Kellogg’s marketer Kevin Brennan, currently has around 60% share of the UK meat-free market and hopes to grow this with new product launches and further investment in marketing. It reported growth of 6.8% in the past year, above the category growth of 5.8%.
YouGov Insight:
UK Eating Habits
· At present, only 10% of UK adults claim that they are influenced in what they eat by government healthy eating campaigns.
· Celebrity and media influence is more considerable, with 1 in 5 influenced in their food choices by TV documentaries, while 31% look to cookery programs for ideas on what to eat.
· The overriding factor in UK dietary habits appears to be friends and family with 39% citing the advice of a friend or loved one as having the most influence on what they eat.
· 1 in 3 UK adults believe that there is a lot of fuss about what you can and can’t eat these days, while 15% of UK adults say that they feel that they are on a perpetual diet.
· The majority of UK adults (66%) has never purchased treatments online and says they are unlikely to ever do so.
Click here for more information on this YouGov market report
