On 11 May Liverpool FC partner Quorn released an online video features Reds trio Naby Keita, Ben Davies and Kostas Tsimikas exploring plant-based food recipes along with the club’s Head of Nutrition Mona Nemmer.
The activation, sees the three players cook three different recipes using Quorn products whilst exploring and explaining the nutrition and sustainability benefits of plant-based foods as part of the Premier League side’s partnership with the food brand.
The Quorn activation is called ‘Red Recipes’ and it was amplified across both club and brand social platforms.
The creative executions also seek to drive viewers online to find out more about Red Recipes at Quorn’s campaign page https://www.quorn.co.uk/recipes/lfc-r…
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It was back in June 2020 that Quorn and Liverpool announced a new global partnership which saw the brand become the club’s Official Sustainable Protein Partner providing meat-free options both to players and staff at the training ground and fans on matchday, when they return to stadiums.
Quorn is working in collaboration with the club to offer fresh opportunities for supporters to choose from vegetarian and vegan foods on matchdays, while also working with the club’s nutrition team to extend choice of healthy protein amongst its playing staff.
Quorn is also work with the club and its other partners on Liverpool’s wider ‘Reds Go Green’ initiative to lower its environmental impact.
During the last two seasons, the Reds Going Green initiative has had a significant effect on improving the club’s environmental impact, with positive steps having been made to eliminate the use of single-use plastic and reduce the club’s carbon footprint through sustainable waste management.
“As a leading provider of sustainable meat-free products in the UK, Quorn will be a key partner in the Club’s sustainability efforts. In this case, Quorn will help us provide our supporters with more sustainable food alternatives on matchdays,” said Liverpool FC Managing Director & Chief Commercial Officer Billy Hogan. “We look forward to providing a platform to help our fans, employees and playing staff make positive contributions to tackling climate change while at the same time considering their health and wellbeing.”
Quorn Marketing Director Gill Riley added: “Our partnership with Liverpool FC is very important to our Quorn vision, which is to provide food that is healthy for our families and the planet. We also want to understand the positive impact Quorn’s super-protein can have on elite sports performers, so working with LFC and its world-renowned nutritional experts will be fundamental in the next phase of our sports science research.”
The multi-year football club tie-up continues Quorn approach to using partnerships to drive awareness and sales. Other examples range from its link up with Greggs on vegan sausage roll and with KFC on its vegan burger.
According to the brand, 14.5% of global greenhouse gas emissions currently come from the livestock supply chain and part of the company’s positioning and messaging is based around the fact that the environmental impact of the mycoprotein used in all Quorn products is 90% lower than beef.
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