Quorn launch named AMI’s best marketing program of the year

quornThe 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


  • 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


  • 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.”


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