Campaign details
Brand: KnorrBrand owner: UnileverLead agency: Initiative, RepriseContributing agencies: IPG MediabrandsCountry: UruguayIndustries: Sauces, seasonings, condimentsMedia channels: Content marketing Outdoor, out-of-home, Product placement, Social media, Television, Word of mouth, influencersBudget: Up to 500k
Executive summary
Facing the challenge of positioning Knorr as a cooking solution with a natural flavour guarantee, the strategy was to become the main partner of the first Uruguayan cooking programme, MasterChef, with the brand claim 'With Knorr, we can all cook with flavour.' This claim matches perfectly with the...