Creative Brief: Developing an Ad Campaign for Quorn Products

This document presents a comprehensive creative brief for an advertising campaign centered around Quorn products, a meat substitute. The brief outlines the product background, targeting millennials aged 18-40, with a focus on health-conscious consumers, environmentalists, and those seeking dietary variation. The campaign aims to increase sales by 10% by positioning Quorn as a healthy, sustainable food choice. The creative strategy includes social media advertising (Facebook, Instagram, Snapchat) and electronic magazines, with a budget of $600k and a 1.5-month timeline. The brief details the core consumer insight (desire for healthy, varied, and enjoyable veggie diets), the single-minded consumer promise (balanced nutrition, trendy lifestyle, and environmental contribution), and execution mandates including the logo, slogan ("Better for you, better for the planet"), and brand personality (energetic, friendly, nurturing). The document also provides examples of online advertisements for Facebook and Instagram, along with a radio advertisement script, to promote Quorn products across Europe. The creative considerations emphasize brand consistency and recognition, while adhering to the parent company's (Monde Nissin Corporation) guidelines. The campaign aims to increase product awareness and encourage healthy eating among the target audience.

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Quorn Products
Author
Affiliation
Course
Instructor
Due Date

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Quorn Products
Product Background
Quorn 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 QUORN
Client: Monde Nissin Corporation
Brand: Quorn Foods
Date: Aug 12, 2020
Account Director: Li dong Toft
Creative Team: Li dong Toft
1. 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 Audience
a. Demographics:
 Gender: Male and female
 Age: 18-40 (millennials)
b. Psychographics
 Health-conscious consumers who
are already leading a healthy
lifestyle
 Health-focus consumers who
pursue weight loss to keep a
good body, but also pay attention
to balanced nutrition
 Environmentalists who are
c. Behavior and usage
 Pursue healthy and passionate
lifestyles by doing sports and
exercises on a frequent basis
 Tend to use social media
actively to share their moments
in life and connect with
communities
d. Key consumer insight
 Young customers who pursues
veggie, healthy eating and
meanwhile pay attention to diet
variation, balanced nutrition and

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concerned with the ecology and
environment
 Vegan/Vegetarian
 Optimists who believe in
individuals’ behavior in making a
change
enjoyment. They consider their
diets as an important part of
their life attitudes.
3. Key Thoughts or USP
Quorn 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. Support
All 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 Manner
The 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 Mediums
Social 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 spend
8. 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. 15
 Final ads ship: by Aug. 30
 Date to begin running: Sept. 30
9. Mandatories:
Logo:
Slogan: “Better for you, better for the planet.”
Web address: https://www.quora.com/

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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.
Feel: I would rather not to have veggie food if the tastes and nutrition is unsatisfactory.
Do: I look for healthy food products with meat.
WHAT IS THE SINGLE MINDED CONSUMER PROMISE?

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The only veggie food brand that provide not only balanced nutrition, but also a trendy
lifestyle and a sense of contribution to the sustainable environment.
WHAT IS THE SUPPORT?
Quorn has unique ingredients as well as unique way of nutrition combinations, with a pretty
low carbon emission level.
WHAT DO WE WANT OUR TARGET TO THINK/FEEL/DO AFTER WE
COMMUNICATE WITH THEM?
Think: If I turn to Quorn instead of other veggie foods, I can get the best nutrition out of my
diet.
Feel: I feel I’m contributing to the sustainability of the environment if I make consumption
on Quorn’s products.
Do: I’ll try Quorn out whether or not I’m vegan since this is a lifestyle worth pursuing.
Meanwhile, I’ll recommend Quorn to my family and friends
WHAT IS THE BRAND PERSONALITY?
 Energetic
 Friendly
 Nurturing
 Trustworthy
 Young
WHAT IS THE TONE/FEEL?
 Refreshing
 Passionate
 Every-day but enjoyable and joyful
EXECUTIONAL MANDATORIES
 Show the Quorn Logo
 Mention the parent company of Quorn, which is Monde Nissin Corporation
 Incorporate the slogan Quorn into the creative: it can be conveyed in a creative way
and does not have to be the same sentence.
REQUIREMENTS

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Dependent on media schedule recommendation
CREATIVE CONSIDERATIONS
In terms of visual design, it is recommended for the creative advertisement to follow the color
tones of Quorn for consistency and brand recognition. But the advertisement does not have to
follow the guidelines of Quorn’s parent company, Monde Nissin Corporation.
Online Advertisement
The above advertisement will be used in Facebook to promote Quorn products. This
poster has been specifically designed to attract a young audience especially when one
considers the fact that it portrays young people performing different activities. The target
audience will therefore, involve young people who have a passion for vegetarian meals
prepared using unique and exotic products. The age bracket for the target population will be
19 to 26 years. Individuals who have demonstrated an interest in healthy living will be given
preference with regards to the dissemination of this advertisement. In order to identify this
target population search engine optimization will be capitalized upon to identify individuals

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who meet the required criteria. By advertising on Facebook the company will be able to reach
a large number of current and potential customers. Customers will be encouraged to provide
recommendations pertaining to how the quality offering of Quorn products can be improved
to meet international standards. As a company which is dedicated towards ensuring that its
customers receive the best quality offering in a convenient and affordable manner these
recommendations will be taken into account with the most feasible ones among them
incorporated into the enterprise’s improvement strategy. Paid Facebook ads will be used to
promote this image to as many individuals as possible. Given that Quorn is currently
operational in 14 countries the target audience will constitute young people interested in a
vegetarian diet across different parts of Europe.
This poster will be used as Quorn’s official image on twitter. It has been chosen based
on its simplicity and the fact that it effectively outlines the main menu items of the enterprise.
Based on the constituents of the twitter platform it is safe to contend that it will be impossible
for this particular image to target a specific group of current and potential customers. It will
therefore, be used to target the general population of vegetarian customers within Europe who

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have a keen interest in vegetarian products and healthy living. This will be the case
irrespective of their ages or specific country location. Placing this advertisement on twitter
will serve the purpose of creating awareness about the existence of Quorn products. Current
and potential customers will be encouraged to make twits with regards to their experience
consuming Quorn products as well as their interest in pursuing a vegan diet at the company’s
outlets. To ensure ease of access, details on store location will be provided. This information
will be coupled with a detailed description of the menu items and their perceived health
benefits. Links to the enterprise’s customer service team will be provided as well as direct
links to other social media platforms portraying the company’s products such as Facebook
and Instagram.

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Instagram is one of the leading and most effective social media platforms which is
used for the purpose of conveying image and video content. Users are given space to post an
unlimited number of images of whichever quality they deem fit. Video messages are allowed
an operational time of 30 seconds. In contrast to the other two images the above poster
features a clear and magnified presentation of a small sample of Quorn products. It is possible
to perceive the quality of the food offering by simply taking a glance at the advertisement. By
posting this advertisement on Instagram the company will succeed at creating awareness
concerning Quorn products. Like Facebook, the target audience for this advertisement will
constitute individuals who are between the ages of 19 and 26. This poster will be used as the
profile image for Quorn’s official Instagram account. Several other images and videos will be
portrayed in the “post” section. Paid Instagram advertisement will be capitalized upon to
increase product awareness. As is portrayed in the image customers will be given access to
video messages demonstrating how some of Quorn products can be used at home to prepare
simple and healthy vegan meals.
Radio Advertisement
Client: Quron
Account handler: Li dong Toft
Job number: CA001
Date of brief submitted: 19th August 2020
Title of script: Quron Vegan Chicken Free Slices
Length of spot: 20 seconds
It is a Sunday Yoga class

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Beginning with background sounds: sound of people heavy breathing due to work out, and a
background female yoga instructor’s voice: stretching your left leg, more stretching…..and
breath…
Ann (says to the girl next to her, Susan): this is a tough yoga class!
(background yoga music and sound of people exercise)
Susan: sure does, I am bit hungry now, what do you suggest that we eat for lunch?
At a restaurant, with light background music…
Susan says: mmmm…..love these chicken wraps...
Ann: You know they aren't chicken, They're Quorn ... meat free.... isn’t it taste just as good!
A background voice from Susan saying mmmm…...so delicious….
(sounds of people eating and talking, sound of yummi, sound of people agree how wraps
tastes delicious)
Male voice: Quron, healthy protein, healthy planet
Description
The radio advertisement will be posted on radio stations which have a reputation for
targeting young people across different parts of Europe. Preference will be given to
international radio stations in order to create awareness concerning the existence of Quorn
products on a large scale. The advertisement will be posted mostly during lunch break
commercials. This will increase the chances of current and potential customers seeking the
services of the company. This is the case considering that most people get reminded of the

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need to eat during commercials running in the course of conventional meal hours. The unique
manner in which this advertisement has been structured will play a critical role in compelling
young people to seek Quorn products. The advertisement features a simple conversation
between a young man and a lady who have both just completed a yoga session.
TV Advertisement
Production title: Vegan Chicken Free Slices
Client: Quron
Writer: li dong Toft
Producer: li dong Toft
Director: li dong Toft
Date: 28 Aug 2020
Scene:
Long distance shot: girl is standing in her kitchen making dinner
Background scene: TV on quietly in the background. Water is running in the sink, and
microwave beeps. Mobile phone alert goes off for a new message.
Medium close up shot: the girl reaches for her phone and open up the message.
Close up shot: phone shows new message: “hey what’s up?” Girl is reading the message and
begins to respond.
Close up shot of phone screen as she types:” Just making dinner, you?”

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Medium close up shot: Guy is driving down the motorway. (Traffic sounds can be heard from
outside the car. The radio is playing quietly in the background. A new message alert goes off
on his mobile.
Medium close up shot: Guy reads the message and begins to respond.
Medium close up shot: Girl is leaning against kitchen counter and receives his message.
Close up shot of phone screen as she reads his message: “on my way home, some traffic, I am
hungry as a wolf.”
Medium close up shot: Girl begins to respond.
Close up shot of the guy’s phone screen: “we are going to have Qurons!”
Medium close up shoot: They are sitting around the kitchen table, eating chicken slices, they
enjoy every bite.
Close up shot of slices: fresh veggies and chicken free slices
Close up shot of Quron’s Vegan Chicken Free Slices package.
Long distance shoot: they are jogging in a green forest path, with words appearing at the
background: Quron, healthy protein, healthy planet
Description
Similar to the radio advertisement the TV ad will be conveyed on top TV stations
which are renowned for appealing to young people. This advertisement will be more effective
than the one for radio especially considering the tremendous impact that live images and
videos can have on consumer behavior. Current and potential customers will be reminded of
the health benefits of consuming Quorn products. The TV advertisement culminates with the

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two participants jogging in a green forest. This is an indication of the quality value of
Quorn’s products and their ability to bring healthy people together.