Rainey Kelly Campbell Roalfe/Y&R has won the &£5m account for Marlow Foods’ meat substitute brand Quorn after its creative work was researched by the company.
Rainey Kelly’s work was put into research two weeks ago alongside executions by Cold Eye, and Marlow confirmed this week that it had won the account.
Other agencies which pitched included Duckworth Finn Grubb Waters and Banks Hoggins O’Shea/FCB.
The account was previously held by Abbott Mead Vickers.BBDO, and was worth &£1m last year. The brand had reduced its budget from previous years, relying on the beef crisis to stimulate interest in Quorn. Since UK consumer confidence in beef has partially been restored, Marlow believes it needs to reinvest in the meat-free category.
Marlow Foods marketing director David Wilson says: “This will be our biggest campaign since we launched the Quorn brand nationally six years ago. Our aim is to ensure that the key elements of the range – health, taste and convenience – are all communicated.”
Details of the campaign are being kept secret, but it is understood to include an integrated television and press push to be launched at the beginning of next year.
In the past, celebrities such as Will Carling have been used to front TV campaigns.
Quorn, which was launched in 1994, claims to be the market leader in the &£350m-a-year chilled and frozen meat-free sector. But the company is likely to face increased marketing pressure from HJ Heinz, which bought the Linda McCartney vegetarian food range from United Biscuits last week.
Marlow is owned by pharmaceutical giant Astra Zeneca.