Quorn appoints MCBD to handle ad account

Quorn, the vegetarian food brand owned by Premier Foods, has appointed Miles Calcraft Briginshaw Duffy (MCBD) to handle its UK advertising account.

Quorn

The agency was appointed without a pitch. The £7m account was previously handled by McCann-Erickson.

MCBD is tasked with making Quorn more accessible to non-vegetarians and will create a new advertising campaign for the brand next year.

Sales of vegetarian foods have risen by 4% on average each year for the past five years according to Mintel, while the numbers of vegetarians has remained constant.

Quorn entered into the TNS Worldpanel Top 50 Grocery Brands list for the first time last year after reporting 8% sales growth to £140m.

Premier food appointed MCBD to its roster of agencies in 2008 after the acquisition of RHM.

MCBD handles the ad accounts for several other Premier Foods brands including OXO, Batchelors, and Lloyd Grossman pasta sauces. It created the OXO Family campaign earlier this year.

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