During the fall of 2021, Quorn Foods welcomed Drew Barrymore as the new CMO: “Chief Mom Officer”. The actress, daytime host, celebrity personality and self-titled flexitarian became the face and driving force behind the brand’s aggressive growth and brand awareness goals. To hero Drew’s new role and involvement with the brand, a new creative communications strategy and social-first programming was developed. The strategy was a major departure from what was previously set forth by the UK parent company and the look, feel and tone of voice was adapted to better serve the U.S consumer.
Agency: The Media Grind
Client: Quorn Foods
Role: Assoc. Creative Director
Additional: Art Direction, Design + Motion
CW: Rita Kokshanian
Photographer: Landon McMahon
Brand Refresh
To better align with the consumer target and Drew’s audience, the brand had a makeover that took a new approach to the design guidelines.
The Before & After
To fresh, inviting and family-friendly
From hyper masculine and visually loud
Interactive Social
Drew Barrymore Launch
Drew Loves Quorn Content
A multi-product content shoot in collaboration with the Quorn brand team, Barrymore Brands team and PR team to launch the exciting new partnership between Drew and Quorn.
Online Banner Ads
In Store Display
Kroger Freezer Display
The campaign was recognized as AdWeek’s Top 10 Plant-Based Food Marketing Moves of 2022
