Interview: Quorn’s Marketing Director on spreading the meatless message from his home in Yorkshire

This has seen the brand make strong hires in sales, marketing and category management, with talent coming from across the North West and Yorkshire. “It’s been a real bonus for us,” Riley added.

Moving his shopping center to Leeds has also helped to strengthen and cement his links with agencies in the North of England – which he relies on for a wide range of marketing and digital services – not to mention brand partnerships. .

“We have a very solid list of agencies that do brilliant work for us, especially in the North,” Riley said, citing influential and recognizable names.

Anything, based in Manchester, is Quorn’s key digital partner, providing content development as well as user experience services; Zeal, also based in Manchester, works on customer marketing; commercial public relations services are from MTJ; and Powerhouse of Leeds provides photography solutions.

The brand also works with two key design partners – Aire Global, which focuses on packaging design and design-to-print solutions, and Something More.

“They give us great service,” Riley said, adding, “They understand us well. [and] work brilliantly cross-functionally.

Insourcing isn’t the future for Quorn, with Riley saying the agency approach they have offers “freshness, new ideas, [and] constantly evolving teams that keep us on our toes”. They manage social media in-house, but are comfortable using agencies for much of the rest of their marketing. In recent months, many brands have moved to the in-house model, some citing the need for responsiveness in their marketing and communications, but Riley isn’t convinced.

“We have processes in place that allow us to respond quickly, so we don’t feel like we’re missing out,” she said.

For Quorn Foods, its goal is to always be in the conversation with consumers. As Riley said, “It’s like a permanent role model for Quorn, all the way down to making sure we’re visible in-store.

“Always keeping Quorn in this conversation and top of mind is really important,” she added, because the meatless category is so competitive and dynamic. “We need to make sure we continue to be at the forefront of this conversation.”

Powerful partnerships for success

One of the many ways Quorn has successfully become something of a byword in the meatless industry is through its influential partnerships, many of which have been notably from the North.

A “really important partnership” for Quorn is the one he currently has with Liverpool FC, as the club’s enduring protein partner. She said: “They really share the same philosophy as us in terms of wanting to foster sustainability within their club and their fans.

“It allows us as a brand to reach a harder-to-reach audience,” she added, i.e. football fans – mostly male and perhaps more resistant to change.

Quorn’s two-pronged approach means it has sports campaigns and partnerships – a memorable and successful advertising campaign from the recent past involved Mo Farah – as well as a more day-to-day approach to encouraging the belief that Quorn is for everyone. world, not just for performance.