QUORN Brand Repositioning and Activation
While Vegan and meatless is a lifestyle trend in the Western market, the brand is facing low receptivity in Asia markets. In Asia, the taste is valued more than the health nutritional value of food. Consumers are entrenched with the perception that healthy food means a sacrifice to the taste of food and therefore a low receptivity.
With the manufacturing capability, the client is also looking into expansion into the Ready-to-Eat meals category. However, as frozen food and RTE meals are often labelled as "unhealthy", last resort food, the client also faces the challenges of getting rid of these sad and lonely connections.
The project was designed to uncover consumption motivations for frozen & RTE food that is meatless. This will help to identify opportunity space and innovation ideas for brand positioning and future brand activation and communication strategy.
With a deep awareness of cultural differences across markets, Labbrand assisted Quorn with its market localization strategy. Through uncovering insights, Labbrand helped Quorn with positioning in Asia, reducing entry barriers and increasing the appeal of value proposition in respective markets.
We take the REACT (Recalibrate, Engage, Analyze, Crystalize, Test) methodology to tackle the project, to find out the positioning of the brand and shed light on the way to activate the Quorn Brand:
Recalibrate: Desktop research & Semiotic Analysis
We decode the elements in the elements in communication for FMCG and adjacent categories (e.g. consumer foodservice), which portray "the theme" for
a more informed decision on food packaging design and brand communication.
Engage, Analyze, Crystalize: Online Food Diary & Communities + Trendsetters Ideation Workshop + Brand Name Creation
Through this process, we validate the hypotheses derived from desk research with consumers and further deep dive into the U&A, benefits and pain points of frozen & RTE meals consumption. We are then able to enrich brand identity and expression with materials inputs from TA. We also co-create the brand name and packaging design of the ideal Asian RTE that would be attractive to this segment of consumers.
“Labbrand is by far one of the best agencies which I’ve worked with. With extremely innovative research methodology and remarkably insightful reporting, the output which Labbrand provided us with is clear consumer insights which played a huge role in helping us to steer our brand positioning and message in the right direction. The team has also among the most passionate and dedicated people whom I’ve worked with and it has been a breeze working with them. Engaging Labbrand’s expertise is definitely a worthy investment and an integral element for our project.”
Result
We created the new logo for Quorn to better fit in the target market. The strapline on the logo has been replaced with “Made with Mycoprotein” to reduce association with bland taste and increase awareness for a new type of nutritional protein.
While there is a change in the target audiences in Asia, the brand vision and personality stay firmly rooted.
Still a leader with a vision to create “World of Good”, Quorn is on a journey to empower Asian consumer to make a positive change for themselves, their family and the environment.
