Quorn launch named AMI’s best marketing program of the year
The launch of vegetarian food Quorn into the Australian market has been named as best marketing program of the year at the Australian Marketing Institute’s annual awards.
The brand, long established in the UK, was launched by Simplot into Australian and New Zealand. As a result the frozen vegetarian food category has doubled in market size.
Among the agencies taking honours were GPY&R, Mediacom, Soup and BCM Partnership.
The full winners list:
Brand Extension
- Mater Mothers’ Private Redland – It’s the little things that mean a lot, Mater Health Services
Brand Revitalisation
- Wagon Wheels: Reinventing the Wheel, George Patterson Y&R and Arnott’s
Consumer Insight
- Alienware Clan Challenge, MediaCom
Corporate Social Responsibility
- Dream Shield, IP Australia
Education
- Knowledge@Australian School of Business, Australian School of Business at the University of New South Wales
Experiential and Brand Experiences
- Hidden Pizza Restaurant, Yellow Pages
Green Marketing
- Garage Sale Trail, Republic of Everyone (for client Garage Sale Trail)
Incentive Marketing
- Seven Network ‘Magnificent 7’, Seven Network and Synchro Marketing
Internal Marketing
- Deloitte Fantasy Football, Deloitte
Loyalty Programs
- The Colour Clique Loyalty Program, Inspirations Paint & Colour
Marketing Communications (Business to Business)
- A Rising Tide of Expectations, CSC
Marketing Communications (Business to Consumer)
- Improved Customer Service; Spreading the Word, Soup
Multimedia and Interactive
- The Art of Shaping, BCM Partnership
New Brand
- Quorn creates new category in Australia, Simplot Australia Pty Ltd
New Product/Service Launch
- We’re the bank with products LIKE NO OTHER!, BOQ – Bank of Queensland
Relationship Marketing
- Mater Doctors Program, Mater Health Services
Social Marketing
- “Fighting skin cancer with a musical sound. A social marketing initiative”, Cancer Council NSW
Sponsorship
- Qantas Grand Prix, Qantas
The Sir Charles McGrath Award for making a lifelong contribution to marketing was presented to John Roberts, Professor of Marketing, at The Australian National University and London Business School. Mark Crowe, CEO, of the AMI said: “John is a most deserving winner through his recognised contribution globally to the development of marketing. He is distinguished for his ground breaking work on marketing metrics, effectiveness and accountability.”
The Certified Practising Marketer of the Year Award was presented to David Redhill – Partner & Chief Marketing Officer at Deloitte for his contribution to the development of marketing and to the professional status and recognition of marketing. Crowe said: “The Institute is thrilled to recognise David’s dedication and contribution to the marketing profession. The award is also fitting recognition for his leadership role at Deloitte in market positioning, branding, communications and messaging.”
Linkedin
Any company that can convince punters that engineered ‘microbial biomass’ is a food product, certainly deserves a marketing award.
User ID not verified.
Quorrn pasties great – no colourings, additives – just vegies and barley… taste great too. Only pastie I could find without the artificial additives that others put in their foods.
User ID not verified.
Carole….Quorn is one big artificial additive. It’s made in a lab from mycoproteins. Thats fungus to you and I. There’s no veges in it at all. I know this because of the research I did after it made me violently ill (about 5% of people are unable to digest it).
It does taste pretty good though…or it did for the first few minutes….
User ID not verified.