Premier Foods plc is to launch a “multi-million pound” television advertising campaign for its Quorn brand in the UK.

The campaign, which will break on 6 January, is designed to appeal to “weight managers” and the existing consumer base for the meat-free brand, Premier said yesterday (21 December). The firm said it plans to invest over GBP4.2m (US$6.5m) on TV alone in 2011.

The advert will also highlight the health credentials of the brand and the benefits of replacing meat with Quorn ingredients.

“The creative route we have developed has resonated extremely strongly with our target consumer groups and we believe that a strong TV campaign is the best way to deliver our clear, powerful message,” said Kevin Brennan, managing director of Quorn. “We’re confident that we will be able to draw significant numbers of new consumers into the brand and the category, as well as increase frequency with our existing vegetarian customer base.”

An extension to the Quorn ready-meal range will launch alongside the campaign in January, with other launches planned for the spring.

Earlier this month, Premier revealed it was in “advanced” talks with two suitors interested in buying its meat-free business, including the Quorn brand.

Premier, which sells brands including Hovis bread, Mr Kipling cakes and Bisto gravy, is said to be under pressure from investors to sell assets to pay down debt.