Brand Activation: Knorr
Integrated Marketing Communications Campaign
Knorr Facebook app Welcome Page
Unilever is a multinational consumer goods company. Its products include foods, beverages, cleaning agents and personal care products. Unilever’s portfolio ranges from nutritionally balanced foods to indulgent ice creams, affordable soaps, luxurious shampoos and everyday household care products. It produces world-leading brands including Lipton, Knorr, Dove, Axe, Hellmann’s and Omo, alongside trusted local names such as Skip, AIM, Pummaro, Elais, Vitam, and Becel Pro-Activ, among others.
Knorr, a brand of Elais Unilever Hellas, wanted to bring back the love for casual, everyday dining.
Sprint designed the campaign theme “Knorr for Everyday Delicious Meals”.
The campaign baseline was in Greek «Τι καλό θα μαγειρέψουμε;» (in direct translation “What’s good to cook?”), and invited people to enjoy simple, everyday cooking.
The target group was kitchen lovers who were raised with traditional, simple, homemade cooking recipes. The central concept was to rediscover delicious and healthy recipes to bring them back home… With the little help from our chefs we can help you sky rocket your meals.
The online campaign used Knorr’s official website (knorr.gr), online banners in selected and popular websites, as well as social media such as Facebook/KnorrGreece, suggesting tasteful and unique recipes for homemade cooking. In addition, we developed a Facebook App, which invited people to submit their inspired recipe and win prizes.
Simultaneously, Sprint run a variety of in store promos in famous Greek supermarkets (AB Vassilopoulos, My Market, Masoutis, Galaxias, Sklavenitis, Veropoulos, Chalkiadakis) offering incentives for customers’ loyalty to Knorr products, such as a booklet with favorite homemade recipes.
From September 2nd, 2013, two TV commercials, featuring two awarded chefs, Dina Nikolaou and Vassilis Kallidis respectively, were aired on Greek TV stations with great success. Following the central concept, both chefs used Knorr products and showed us tips on preparing a great, healthy, and delicious meal.