The food giant invited Mother, FCB, Publicis and Miles Calcraft Briginshaw Duffy to pitch for the brand at the beginning of March, while the incumbent Farm did not repitch.
FCB was knocked out in mid-March and MCBD pulled out at the end of March. The shortlist of agencies was added to at the end of Arpil when Grey London joined the list.
Premier Foods bought the Quorn brand as part of its 拢172m acquisition of Marlow Foods in June last year.
Farm was appointed in January 2005, prior to the takeover, after winning the business from JWT, which had held the account since 2003. Farm developed a campaign to promote the health benefits of the product and extend its appeal to an audience beyond the core vegetarian market.
Now, Premier is hoping to promote Quorn to a wider audience, following growing consumer interest in healthier foods.
The brand has over a 60% share of the 拢155m meat alternative market in the UK, which accounts for 75% of its global sales.
It is also sold in Sweden, Switzerland, Belgium and the Netherlands. As well as selling a range of products such as Quorn mince, cold meat substitutes and ready meals, McDonald's introduced a Quorn burger in its restaurants last year.
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