Quorn focuses on health credentials.(Brief Article)

The meat-free brand Quorn is launching a radio, press and outdoor campaign through J. Walter Thompson aimed at extending the product's appeal beyond vegetarians.

It is the first work to emerge since the agency won the pounds 2 million business from St Luke's following a pitch against Leo Burnett, Bartle Bogle Hegarty and Farm this summer.

The campaign, which breaks this week, highlights the brand's healthy-eating credentials with the endline: 'Smart eating starts here.'

The press work focuses on surprising facts about the brand. For example, one execution states that while Quorn sausages have 80 per cent less fat than ordinary ones, they also…