The pop-up microsite, which is available via Quorn's international site
(www.quorn.com), has been developed in line with St Luke's
above-the-line campaign, which aims to reposition the food brand for use
in mainstream cooking and recipes.
Created by digital ad agency glue London, the microsite will feature printable Quorn recipes continuing the above-the-line campaign's theme of using the healthy foodstuff to 'power' family members to perform household chores.
As well as encouraging user registration with monthly giveaways, the site will develop direct customer communications with online coupon promotions.
Nigel White, UK marketing controller at Quorn's owner, Marlow Foods, said the online campaign will also push the health benefits of Quorn, which generates about £103m a year in global sales.
"We have a range of recipes and information for people interested in health,
said White. "We're not trying to be intrusive, but we'll send customers information by email."
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