The 30 launch ad Table in the Clouds features a family, who along with an ever-expanding original and characterful supporting cast are lifted by their steaming bowl of Quorn Spaghetti Bolognese up to their jovial dinner in the sky. The Quorn world and its colourful inhabitants also come to life in four brand press executions running alongside the TV, each focusing on a different Quorn dish and the reason why that particular meal can help you to Eat Qlever. Online, a blog at www.eatqlever.co.uk will encourage consumers to share their thoughts on the activity and what the brand philosophy means to them.
Filosofía
The creative idea hinges on a brand philosophy to Eat Qlever, which encapsulates in a phrase the multiplicity of health benefits Quorn offers to mums who are looking for an easy meal solution that the whole family can enjoy, whilst in the knowledge its doing everyone some good. Inspired by the enthusiasm with which current consumers talk about Quorn, McCann has created a colourful, engaging and irresistibly feel-good Quorn world where characters like to Eat Qlever.
Problema
While Quorn has a core group of, mainly vegetarian, loyalists, the challenge to McCann London was to create a new positioning for the brand that would start to build an emotional connection with a broader audience. McCanns campaign, highlighting the brands health benefits and versatility to both vegetarian and meat-eating families, represents a big shift for the brand.