Quorn to broaden appeal with in-pack magazine

Quorn is rolling out its biggest ever integrated marketing campaign to extend its appeal beyond its vegetarian base.

The brand, owned by Marlow Foods, is eager to highlight the variety and versatility of its products. It has developed a mini-magazine, entitled Summer Lovin', to promote Quorn as a healthy alternative to meat.

The magazine, which offers money-off vouchers and recipes, is being inserted into more than 3m Quorn packs, to be sold in supermarket chiller cabinets and freezers.

It will also be inserted into mainstream magazines such as Tesco's Healthy Living and Good Housekeeping. The latter is running an advertorial to promote Quorn's product range.

Created by direct marketing agency Fenix, Summer Lovin' includes a competition offering consumers the opportunity to win a free day for two at one of 600 health and leisure clubs. It will allow Marlow Foods to capture data on customers.

The activity will be supported by press ads in customer magazines and 12 healthy-eating and slimming titles. The work will also promote the McDonald's Quorn Premier burger, which was launched in April.

Fenix works alongside Quorn's ad agency, J Walter Thompson, on all advertising activity.

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