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Quorn ‘Table in the Clouds’

Agency: McCann Erickson

Client: Premier Foods

Premier Foods’ vegetarian brand Quorn is launching a new character filled TV campaign in a bid to reposition the brand as an “all-round healthy food for families” and not just a meaty alternative for vegetarians.

The brand, which makes over 100 different meat-free products, has been working with McCann Erickson over the past 12 months as it looks to take Quorn to a broader audience beyond the traditional vegetarian customer base.

McCann Erickson London has created a vibrant new brand campaign with a 30” TV spot and four press executions.

The new campaign highlights the brand’s health benefits and versatility to both vegetarian and meat-eating families, and represents a big shift for the brand.

The creative idea hinges on a brand philosophy to “Eat Qlever”, which encapsulates in a phrase the multiplicity of health benefits Quorn offers to mums who are looking for an easy meal solution that the whole family can enjoy.

The agency has created a colourful concoction with the help of Hibbert Ralph Animation to portray an engaging and irresistibly feel-good Quorn world where characters like to ‘Eat Qlever’.

The 30” launch ad features a family who are lifted by their steaming bowl of Quorn Spaghetti Bolognese up to their jovial dinner in the sky.

The Quorn world and its colourful inhabitants also come to life in four brand press executions running alongside the TV, each focusing on a different Quorn dish and the reason why that particular meal can help you to “Eat Qlever”.

Online, a blog at will encourage consumers to share their thoughts on the activity and what the brand philosophy means to them.

What do you think of this campaign? Write your review below and could you win a bottle of Champaign in our ‘Review of the Month’ competition.

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