Quorn goes exotic to elicit extra sales

A cleverly-crafted promotional campaign from Blue Chip Marketing has been encouraging people with busy lifestyles to try something new in the kitchen.

A 12pp resealable, over-laminated Fix-a-Form from UK converter Denny Bros has helped to drive sales of the Quorn brand using the existing pack as the marketing medium. Fix-a-Forms were applied to selected packs of sausages, mince, burgers and chicken alternatives to provide recipe inspiration and money off coupons to tempt customers to try Quorn products more often.

The four multi-page recipe booklets feature recipes from around the world. Moroccan, Chinese, Spanish and Mexican recipe and coupon packs created the visual appeal needed to stop a shopper for long enough to make them consider trying something new. With the knowledge that the product is versatile, easy to prepare, and has a great taste, the customer then is left with the option of doing something different by using the recipe information given.

‘Our brief from Quorn was to focus its activities on getting current customers to buy more,’ explained a spokesperson from Blue Chip Marketing. ‘Knowing that on-pack media is the most cost effective method of talking to current users, we were keen to use this effective space to offer recipes, product info and coupons.

‘Quorn is a brand that is growing in popularity with all food-buyers, not just vegetarians, because it tastes exceptionally good and by adding new recipe ideas we have managed to reach new audiences looking for meal solutions that are different.’

‘We took a strong brand, and added a bright and evocative on-pack promotion to enhance the pack image and hook the customers who browse meal options. The campaign was backed by two supermarket mailings and a series of press ads and the outcome was achieved – to tempt existing customers to add Quorn to more of their favorite dishes.’

The promotion was showcased in Tesco’s, Sainsbury’s, Morrison’s and Asda stores throughout the UK.

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