The brand is launching a week-long documentary style ad takeover of ITV’s This Morning to drive awareness of its meat free food ranges and grow market share.
The activity is part of the brand’s attempt to find “the UK’s tastiest meat-free dish” and documents the brand’s search for consumers’ best vegetarian recipes.
The TV ads show the finalists making their meals and ask audiences to vote on their favourite online. The winning recipe will then become part of the Linda McCartney food range from summer 2011.
The 2-minute ads will takeover the commercial breaks during This Morning from 4 to 7 April. The winner will be announced on Monday 11 April on ITV1.
James Gentle, marketing manager at Linda McCartney Foods says: “The ad breaks shot documentary style enables us to tell the story of the campaign and brand, showcase the top three dishes and encourage further participation in the Linda McCartney brand. The This Morning audience complemented by our on-going on-line and press activity all help to attract new consumers to the brand and frozen meat-free category.”
The integrated campaign, which also includes digital and press activity, has been created by Feel. The documentary ads are also available online. Total Media handled media planning and buying.
It comes as Quorn’s new private equity owners outline plans to extend the brand’s international reach and make Quorn the “world’s leading meat-alternative business”, following its sale by Premier Foods earlier this year.
Former Kellogg’s marketing director Kevin Brennan has taken over as CEO of the new business, which includes sister brand Cauldren.