Leveraging trends in food photography
Food brand Quorn has a long-standing association with sport which it was keen to leverage to communicate its key brand pillars of great taste and healthy eating.
We were tasked with the production of a series of hero and behind the scenes films communicating these values, which would be distributed through digital channels with a target objective of achieving 500,000 views.
The video series introduced a mystery athlete cooking a tasty meal with Quorn, teasing the viewer to guess their identity. Separate behind the scenes films featured the athletes explaining the importance of diet to their training schedules and where Quorn fits in.
We worked with up-and-coming sports ambassadors like swimmer Adam Peaty, GB women’s hockey captain Kate Richardson-Walsh, and cyclist Peter Kennaugh – both Peaty and Richardson-Walsh went on to win gold at the Rio Olympics. The video was shot from above to mirror food photography trends on social media platforms like Instagram and Pinterest.
The quality of the creative belied the low operating costs and delivered a high number of completed views – two million in the first month. In light of this, we set new objectives to drive traffic to the Quorn website and changed the type of display ads running to optimise and drive an additional 31,000 clicks.