Unilever Food Solutions: Killer recipes

John Dawson, Nicholas Short

Unilever Food Solutions, a professional brand serving chefs and the restaurant industry used a data-driven strategy combining B2B and B2C elements to move its Killer Recipes campaign forward and tempt young diners back into restaurants in China.

Campaign details

Brand: Unilever Food SolutionsBrand owner: UnileverLead agencies: Mindshare China, Dentsu Mcgarrybowen ChinaContributing agency: Unite ChinaMarket: ChinaSector: Food industry (general)Media channels: Mobile & apps, Online video, Point-of-purchase, in-store, Public relations, Sales promotion, Social media, Word of mouth, influencersBudget: 1 - 3 million

Executive summary

Despite the broad economic recovery from Covid-19, spending in restaurants was still down 17% at the end of 2020 (Source: China Bureau of Statistics). Unilever Food Solutions, a professional brand dedicated to chefs and the restaurant industry, needed to...

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