Campaign details
Brand: KnorrBrand owner: UnileverLead agency: PHD Taiwan, Dentsu One TaiwanCountry: TaiwanIndustries: Sauces, seasonings, condimentsMedia channels: Content marketing, Online video, Search marketing, Social media, Television, Word of mouth, advocacyBudget: Up to 500k
Executive summary
This campaign's marketing objective was to drive trial and market penetration (MMO 2.7% of total Taiwan households) for Knorr Western Soup.
The key challenge was to forge a strong association of Knorr's new products with Western recipes and make Knorr Western Soup a 'must buy' item during grocery shopping. We had to let consumers know...