Unit 5: Task 2 – Advertisement

Primary Research – The main reason why I based my research mainly on Primary is because I like to get other’s own opinions from my own surveys. It’s faster and more effective when doing work. You can get your own statistics but also you know that real people have said opinions and thoughts.

I did a quick survey for this company to ask a few questions about what they think about the target audience, I also asked if they knew Quorn and would recommend it to people.

The first question was – Have you ever heard of Quorn?

Here are the results. So, of course everyone has heard of Quorn. This doesn’t show much but acts as a filter question. This will affect the rest of the answers too as if someone said no and then continued the the survey it just wouldn’t be good or accurate results.

Question 2 I asked if they eat it a lot.

Out of six people, only one person says they eat it a lot, which again, doesn’t exactly show much but important for people who are interested. This would’ve benefited from more people doing this survey to make a more accurate and worthy result.

Question 3 – I asked what year Quorn was founded in, I did this because if they knew what year they are possibly interested within the company.

Surprisingly, 5 people got it right. Which can mean that they are familiar with the company again. This can be pretty good on the company’s behalf since people are interested and will probably recommend it to others.

Question 4 – What target audience would you say Quorn is for?

All people basically said vegetarians or vegans, some went further sand said about people who want to diet from meat. This question is important because it’s the main reason why I’m doing this survey. It shows how everyone I asked knows about Quorn and what their purpose is for people, and what people they are targeting. This question will give us the most useful information compared to the others since people know what the company itself is and so will many others. Again, this would’ve benefited from more people answering.

Question 5 – I asked if they would recommend Quorn to an upcoming vegetarian or someone who wants to cut on meat.

All people have said that they most likely or will recommend it, which is good as it’ll make more exposure to Quorn for their target audience to try and use their products. This also helps a lot since people are giving good reviews of the company, if it were all bad reviews then no one would want to eat from there and just continue meat eating.

Secondary Research – (URL’s I used; https://www.quorn.co.uk/) The reason why I added secondary research is because having both types of research shows more statistics and information. Secondary helps when the source is reliable, especially when it’s from Quorn themselves. since everything is 100% true.

When researching on the Quorn website, I have found out that the company was founded in 1985. They use free range eggs but they do have vegan options for vegans, which implies that they are trying to get everyone on their product. I found this on their website, “Quorn products are currently available in the UK, USA, Sweden, Switzerland, Belgium, The Netherlands, Italy, Republic of Ireland, Australia, New Zealand, Norway, South Africa, Denmark, Finland, Philippines, Germany, Thailand and Singapore.” Quorn is in so many countries around the world which improves their target audience.  This link is very valid and credible since it’s from Quorn themselves, which is the best way to find out about their information.

URL – (https://www.campaignlive.co.uk/article/mcdonalds-serves-quorn-burger/202826)

One thing that came to my mind was an obvious one but also a good one, which was “would Quorn be targeting people from McDonald’s?” Which sounds stupid, but yes they actually do. In 2004 Campaign did an article about McDonalds making a deal with Quorn to make Quorn burgers. This is the reason why, this is written by Ben Bold in 2004 for the company Campaign; “The launch comes as the chain adopts a healthier image to improve declining sales. It recently introduced fruit to its menu and now provides detailed nutritional information on its foods.” This article helps with it being a known fact that Quorn is the healthier option when it’s in the McDonald’s menu as a healthier option and recommended option, shows how much this brand has become so popular and how it’s trying to get more people into trying their products by doing partnerships. The article is also reliable since it’s a big news outlet who many people believe in.

URL(s) – (http://www.meatlessmonday.com/images/photos/2010/08/mm_general_kit.pdf)

– This one is checking the statistics of Meat Free Day/Monday and how it will affect people’s lives and animals too.

This was said on meatlessmonday.com; “Going meatless once a week can reduce your risk of chronic preventable conditions like cancer, cardiovascular disease, diabetes and obesity. It can also help limit your carbon footprint and save precious resources like fresh water and fossil fuel.” This is to just show that for going without one day of not eating meat can help your health so much overall, and even the environment.

(https://www.meatfreemondays.com/about/)

This website is the official website for the campaign of Meat Free Mondays, so just like Quorn, they are trying to get people to eat less meat.

The website goes on about of course how it’s healthier and how it reduces cancer and other deadly diseases. They go into more detail than the other one by explaining money issues that come with eating meat, so by spending more money on fruit and veg, and other things like rice, beans, etc you can save a lot more money by just spending a day not eating meat. “According to Office for National Statistics figures for 2014, the average UK family spends £15.80 a week on meat and fish, with £4.20 and £3.50 being spent on fresh vegetables and fresh fruit respectively.”

More reasons are because that we are killing too many animals for where they aren’t able to reproduce others, so within a few 100 years or so, and even now certain species will come extinct or even endangered. “Agricultural intensification and expansion, and overfishing, are major factors in loss of species and biodiversity – if present trends continue, over the next 100 years or so there will be a global mass extinction of species.”

Identifying other advertisements aimed at the same target audience –

I got all my information for this section from “https://www.independent.co.uk/life-style/health-and-families/best-meat-substitutes-benefits-are-they-healthy-vegetarians-vegans-quorn-tofu-a8459941.html“. Which is a pretty reliable news source that are popular within many people.