Working with British Tennis, we were tasked to develop a partnership to help with their community programmes, with a focus on health, well-being and participation. In the eyes of the LTA, Quorn was the perfect partner, an FMCG brand with their focus and association with a healthy diet and being active. For Quorn, tennis offered the perfect audience, with a 50:50 gender split and family friendly, allowing them to target the family meal decision makers – mums.
In 2015 Quorn started their 3 year partnership with the LTA. The major tournaments such as Queens provide the platform to continue to drive the Quorn brand, and sampling at these events worked as part of their engagement. The engagement centre-piece however was the bespoke creation of the Quorn Family Cup, a red-ball (small format for youngsters) and yellow ball (regular format) tournament running across the summer through local tennis clubs. Doubles teams made up of one adult and one child were encouraged to participate, with local winners playing at the National Tennis Centre in Roehampton, and national finalists winning a trip to La Manga Club, Spain.
The Quorn Family Cup has seen year on year growth in participants and both the LTA and brand have echoed the success of the relationship.