Quorn launch named AMI’s best marketing program of the year

Tim Burrowes

October 20, 2011 12:47

The launch of vegetarian food Quorn into the Australian market has been named as best marketing program of the year at the Australian Marketing Institute’s annual awards.

The brand, long established in the UK, was launched by Simplot into Australian and New Zealand. As a result the frozen vegetarian food category has doubled in market size.

Among the agencies taking honours were GPY&R, Mediacom, Soup and BCM Partnership.

The full winners list:

Subscribe to keep reading

Join Mumbrella Pro to access the Mumbrella archive and read our premium analysis of everything under the media and marketing umbrella.

Tim Burrowes

Tim Burrowes is the publisher of Mumbrella and Unmade. He co-founded Mumbrella in 2008 and sister title Unmade in 2021. He's worked in the UK, Middle East, Asia & Australia and has specialised in writing about the communications world for the last 25 years. He wrote the book Media Unmade, published in 2021, and became the presenter of MediaLand on ABC Radio National in 2025.

Topics

3 COMMENTS

Quorny 20 Oct 11

Any company that can convince punters that engineered ‘microbial biomass’ is a food product, certainly deserves a marketing award.

User ID not verified.

Carole Goldsmith 20 Oct 11

Quorrn pasties great – no colourings, additives – just vegies and barley… taste great too. Only pastie I could find without the artificial additives that others put in their foods.

User ID not verified.

Quorny 21 Oct 11

Carole….Quorn is one big artificial additive. It’s made in a lab from mycoproteins. Thats fungus to you and I. There’s no veges in it at all. I know this because of the research I did after it made me violently ill (about 5% of people are unable to digest it).

It does taste pretty good though…or it did for the first few minutes….

User ID not verified.