Digital Momvertising Opps: Quorn launches campaign with new "chief mom officer" Drew Barrymore (Score 27)

Quorn released a new video ad called "Best Friends." The 60-second hero spot features the brands's celebrity ambassador and "chief mom officer" Drew Barrymore, who recently entered a multi-year partnership with Quorn. Through the partnership, Barrymore will promote the company through her TV show, social media and home appliance line. The add will be supported across Instagram, Facebook and connected TV. 

According to Pathmatics, Quorn earned 27m impressions YTD through Instagram ads (76%) and Facebook ads (24%). It placed 100% of these ads site direct onto instagram.com and facebook.com. It spent approximately $218.5k on digital display ads YTD, less than half (48%) of the $466.6k spent in this channel during the same time period of 2021. Full-year spend jumped from $1.3m in 2020 to $3.7m in 2021. 

Sellers-- Quorn is targeting Gen-X and millennial women (moms) through digital display ads. It started ramping spend up last year, and while YTD spend is down, it just launched a new campaign. I predict it will continue increasing spend in 2022. Seller should reach out soon to score possible last-minute campaign ad dollars. 

Agency & martech readers-- Qourn has worked with Ketchum on PR in the past, but I am not sure if it still works with this agency. It takes care of creative in-house, so I advise offering complimentary services like media buying/planning or digital. Quorn is attempting to expand its US business, so I recommend focusing your pitches on helping it build brand awareness.