Raising brand profile to help drive sales
Demonstrate Quorn’s market growth potential and increase its investment value
At a time when most of the food industry is seeing very little growth, Quorn is experiencing double-digit growth all over the world. Its success is linked to an ever growing number of people rethinking their meat eating habits from a health and sustainability perspective and instead exploring protein alternatives, such as Quorn.
By using a hard-working press office, based on great journalist relationships, and a programme of thought leadership, Finn would position Quorn as a growing business with huge global potential, creating an immediate profile for the company in the minds of potential investors.
A regular drip-feed of news stories, combining business investment, strong financials and growth allied to consumer trends, were used with excellent effect to raise awareness of Quorn as a successful and growing company within the national media.
Bespoke pitches helped secure national profile opportunities for CEO, Kevin Brennan, with these used as a platform to further raise awareness of Quorn’s current success and plans for future growth.
By using opportunistic media relations, such as the horsemeat scandal, Finn was also able to position Quorn as a healthy, sustainable option for people wanting to eat less meat and as a thought-leader on alternatives to processed meat. To support stories such as this, Finn commissioned new YouGov research, which found that 70% of people would like politicians in the UK to take more action to prevent contamination of processed meat, while 15% agreed that it had made them more likely to eat meat alternative products.
Having now recovered from an 18-hour media marathon of live TV and radio, I wanted to say really well done on the level of coverage you attained yet again. Quorn is punching above its weight in coverage. It is great for the brand, our employees and future investors.
With minimal budget, we were able to raise Quorn’s profile to deliver impressive national coverage which raised awareness of the company as a producer of healthy and sustainable meat-alternatives and put it firmly on the radar of potential investors.
INCREASED COMPANY VALUE
The PR campaign was instrumental in the company generating a bidding war in its eventual sale process, and ultimately being sold to Mode Nissin of the Philippines for £550m.
Audience of 30m reached via national, regional and trade media including BBC Breakfast, Financial Times, Sky News, The Daily Telegraph (full page feature interview with Quorn CEO), The Guardian, Mail on Sunday, The Independent, Sunday Express and The Grocer
Increased Quorn sales amongst meat eaters over 12 month period as a direct result of the campaign, with carnivores accounting for 75% of its customer base – an increase of 25% over the last year
Quorn recognised as one of the UK’s ‘Top 10 Growing Companies’ in the Sunday Times’ Profit Track 100 on the back of surging sales
HIGH MEDIA EXPOSURE
Quorn CEO invited by the government to present an All Party Parliamentary Group on A Fit and Healthy Childhood as a result of the high media exposure
Strong social media presence including BBC’s Steph McGovern (@stephbreakfast, 90,000 followers) tweeting about Quorn’s strong sales performance
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