Rainey Kelly Campbell Roalfe/Y&R has lost Marlow Foods’ £2.5m Quorn UK creative account.
Marlow UK marketing controller Nigel White says the company and agency decided not to continue working together after Marlow had a change of heart on its communication strategy.
Marlow has asked St Luke’s to work on a project for Quorn, but White would not say whether the account would be handed to the agency permanently.
Rainey Kelly created the “Quornville” TV ads, which featured a clean-cut US family ostensibly from the Fifties, to promote the meat-free brand. But Marlow has yet to decide whether TV ads will form part of its future marketing strategy.
He says: “We’re no longer working with Rainey Kelly. The agency wasn’t fired and didn’t resign, but we wanted a different way of looking at the brand and developing the meat-free frozen category.
“We are doing a piece of work with St Luke’s and a new brand positioning and communication strategy will come out of that.”
White was appointed UK marketing controller last month. He joined Marlow from Sun Valley Foods, replacing Ian Abberley, who has taken on an unspecified role at Marlow.
Marlow is currently looking at ways of rolling out Quorn in the US and Europe.