Quorn Vegan Chicken Free Slices Marketing Ad
Added on 2020-10-15
14 Pages2734 Words284 Views
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1Quorn Products AuthorAffiliationCourseInstructorDue Date
2Quorn Products Product BackgroundQuorn is a meat substitute product which was first developed in the United Kingdom in 1985 by Marlow Foods Ltd. The company’s headquarters are located at Stokesley, North Yorkshire, UK. Quorn meat substitute is exclusively sold across Europe. It is currently available in 14 countries. Quorn is sold both as meat substitute and a cooking ingredient employed in a wide range of prepackaged meals. The primary ingredient present in all Quorn foods constitutes mycoprotein. Mycoprotein is a derivative of the Fusarium venenatum fungus. The culture of the fungus is dried and combined with egg albumen. The egg albumen acts as binder. The resulting product is then pressed and adjusted into different forms. CREATIVE BRIEF FOR QUORNClient: Monde Nissin CorporationBrand: Quorn FoodsDate: Aug 12, 2020Account Director: Li dong ToftCreative Team: Li dong Toft1. Role for Advertising: Improve the customer base by developing more loyal customers and attracting more light buyers; connect with the younger millennial’s generation; increase the sales by 10% over the previous year.2. Target Audiencea.Demographics: Gender: Male and female Age: 18-40 (millennials) b.PsychographicsHealth-conscious consumers whoare already leading a healthylifestyleHealth-focus consumers whopursue weight loss to keep ac.Behavior and usagePursue healthy and passionatelifestyles by doing sports andexercises on a frequent basis Tend to use social mediaactively to share their momentsin life and connect withcommunitiesd.Key consumer insightYoung customers who pursuesveggie, healthy eating and
3good body, but also pay attentionto balanced nutritionEnvironmentalists who areconcerned with the ecology andenvironmentVegan/VegetarianOptimists who believe inindividuals’ behavior in making achange meanwhile pay attention to dietvariation, balanced nutrition andenjoyment. They consider theirdiets as an important part oftheir life attitudes. 3. Key Thoughts or USPQuorn has revolutionized the meat-free meals that benefit both people and the planet. It provides healthy veggie food for good health and good tastes, meanwhile improves the food-consciousness of consumers —— if the consumers choose Quorn, they choose to protect their planet community.4. SupportAll Quorn foods contain mycoprotein derived from the Fusarium venenatum fugus, which is a quality ingredient unique to Quorn’s products. Such ingredients contain plenty of vitamins and minerals that improve the food value of the product. Meanwhile, Quorn’s recipe has considerably low level of carbon emissions —— Quorn Mince uses 90% less land and produces 90% fewer carbon emissions than beef.5. Tone and MannerThe color tone of the ad will follow that of Quorn’s logo and packages – light and bright colors such as yellow, orange and green, mainly pastels. Colors are used to make the audience feel energetic and joyful. 6. Desired MediumsSocial media platforms with a strong user base of millennials or a focus on the sharing of visuals are recommended, such as Facebook, Instagram and Snapchat. Meanwhile, low-priced electronic food & culinary magazines are also an cost-effective medium to promote Quorn among young people. 7. Budget: $100k for production and $ 500k for media spend8. Timing: The entire campaign is supposed to last 1.5 months, preferably to be launched during the summer-time, when some college students have more free-time to explore new diets and, at the same time, have the motivation to keep a good shape. First draft approval: by Aug. 15Final ads ship: by Aug. 30 Date to begin running: Sept. 309. Mandatories: Logo:
4Slogan: “Better for you, better for the planet.”Web address: https://www.quora.com/WHAT IS THE PURPOSE OF THIS BRIEF?To launch an advertising campaign for Quorn to promote its products and brand among the millennials; to improve the Quorn’s consumer base by 10%. WHAT IS THE COMMUNICATION OBJECTIVE?To position Quorn as best suitable for young people to love to incorporate veggie in their diet, to encourage them to consume more consciously and sustainably and drive repeated purchase of Quorn. WHAT IS OUR CORE CONSUMER INSIGHT ON WHICH THE ADVERTISING IS TO BE BASED?I want to pursue a veggie, healthy diet with good nutrition and enjoyable tastes. I also care about the sustainability of our living environment WHO ARE WE TALKING TO?Creative Target Audience: The Australian millennials who not only happily include veggie options in their diet to keep healthy, but also wants to be connected to a dynamic, eco-friendly community. They tend to feel a sense of meaning and purpose when consuming sustainable food, since every of their consumption behavior contributes to a sustainable food space and community. They consider their diets as an integral parts of their life attitudes. WHAT DO THEY CURRENTLY THINK/FEEL/DO ABOUT THE CATEGORY?Think: The veggie food products are more or less similar in terms of nutrition and tastes.
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