Knorr: Masterchef

Cooking solution brand Knorr used an innovative partnership approach in Uruguay to increase awareness and boost trial of its new products.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands