‘Nutritious and delicious’ Quorn launches first Aussie TV campaign
Meat substitute brand Quorn launches its first Australian TV campaign today, aiming to target all Australians rather than only vegetarians.
The campaign is supported by a Facebook activation to encourage consumers to find recipes and meals tips to use Quorn. The whatsnew? infomercials will be screened nationwide on free-to-air channels.
According to Nielsen data, 40% of Australians intend to eat less meat.
Credits
Agency: Now Screen
Creative Director: Marc Schattner
Senior Copy Writer: Mardi McConnochie
Director: Mark Leonard
Executive Producer: Petra Valent
Art Director: Adam Mutzelburg
Sales Director: Kerri-Ann Smith
Account Manager: Sophie O’Sullivan
Client: Simplot
General Manager of Retail Marketing: Tara Lordsmith
Marketing Manager Retail Division: Vivian Zurlo
Brand Manager Seafood, Snacks& Meals: Tracey Fitzsimmons
“it’s a fungal biomass we’ve engineered in a vat to taste like chicken” was never going to be a winner in the copy writing stakes. They also don’t mention that up to 5% of people suffer a severe intolerance/allergy to Quorn. Unfortunately you won’t know if you’re one of them until after you try it. Then you will know. And how. So good luck everyone and I hope if you try it you’re in the 95%!
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I don’t think being 30% less fat than lean beef mince would do it for me. If I am meant to eat vegetarian, I would want more benefits than that. Otherwise, pass me some steak!
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Love quorn.
It’s like a tofu, but cheaper.
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I love Quorn products! They are so delicious.
Great for making vegie lasagne and pastas.
I made bolognese with the soy mince and gave it to a friend, about half way through they said “aren’t you vegetarian?!” and they were so surprised it wasn’t meat.
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Quorn’s a great product I use it all the time as a meal base, should do well in the Aus market
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Qourn sounds like some sort of alien goop…if you want decent fake meat, try smoe of the asian stuff, stir fried. Not entirely healthy, but you’re not eating it for health.
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I don’t envy the person that had to try and make this product appealing as just the thought of it totally grosses me out. Small minded, maybe, but pretend meat-y, definitely not.
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Its good stuff, have used it in the UK when I was a chef. I’m not a vego, but definitely will use this stuff here as (like chicken) it picks up flavours really well and has a nice texture.
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*sniff sniff*
Does anyone smell that?
big ears, Chloe, RR, neocube champ… What are the working conditions like at Quorn?
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Hello A Rat,
I caught the same scent you did, so did some thorough IP and ID checking.
Rather surprisingly, it seems there is some genuine love of meat substitutes amongst mUmBRELLA’s readers.
Cathie – mumbrella
I can’t believe there was IP and ID checking…
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I freaking love this stuff. I’m vegetarian and even though I love my tofu, the family prefer Quorn and it’s an excellent chicken and mince substitute. I’m not crazy about beef strips but the mince I use this in chilis and bolognese and yes it is very meat like in its texture.
Whoever said it’s cheaper than tofu is way off though. Tofu is like half the price.
We tend to buy up in bulk on Quorn whenever it is on special.
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And here I was thinking that Quorn was a town in South Australia near Port Augusta.
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