Quorn is going for gold this year after signing Olympic Gold Medallist Mo Farah to front a multi-million pound marketing campaign through Big Communications.

TV advertising features the Olympic star telling the audience that practice and protein is the key to his success and marks the first time in almost 20 years that a sportsperson features cross-platform for the brand. The campaign launches a bold new reframing for the brand, as a healthy protein, aimed at a broader consumer audience who are committed to a fit and active lifestyle.

Quorn's international marketing director, Peter Harrison, said: "The meat-alternative category is in growth, driven by Quorn's 6.4% value and 9.1% volume growth (YOY 52w/e November 2013). As more consumers look to alternatives to meat it is estimated that the sales potential for the category could exceed £600m by 2020. By reframing Quorn we will reach a new audience - those who lead a fit and active lifestyle - whilst continuing to appeal to people that already understand the benefits of a meat-free diet.

"Mo Farah is the epitome of fitness and we're proud to be working with him in 2014. Working with Mo, we'll educate consumers on the benefits of Quorn products and in turn, drive the penetration of the meat-free category."

On the partnership, Mo Farah added: "As an athlete, maintaining a healthy lifestyle on and off the track is important to me. That's why I am proud to be working with Quorn - a healthy source of protein that's low in saturated fat."

Big Communications CEO, Dylan Bogg, said: "Having worked with Quorn on the new positioning for the brand, we felt passionately about the importance of developing a communications strategy and execution that would truly shift perceptions. Targeting consumers that are committed to a fit and active lifestyle, we felt that Mo Farah was an ideal ambassador for the Quorn messaging. Given he is a global sporting icon, and especially with this being his first commercial deal, we are expecting to have a big impact with consumers."

The new Quorn campaign launched on 1st January and will feature a high profile TV advertising campaign on air every month of the year, digital marketing, PR, and social media activity.

Big Communications is part of The Mission Marketing Group plc (the missiontm), the national marketing communications and advertising group including Addiction, April-Six, Balloon Dog, Bray Leino, RLA, Robson Brown, ThinkBDW, Solaris, Story and Yucca

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