Knorr: Superstition

Food brand Knorr used a TV roadblock, social media and programmatic strategy to improve brand metrics and push its healthy food message to mothers and millennials in the Philippines.

Campaign details

Brand: Knorr Bouillon CubesBrand owner: Unilever PhilippinesLead agency: Mindshare Philippines, Ogilvy PhilippinesCountry: PhilippinesIndustries: Sauces, seasonings, condimentsMedia channels: Content marketing, Online display, Online video, Programmatic display, Social media, TelevisionBudget: Up to 500k

Executive summary

There were two main challenges facing Knorr Philippines: a decline in cooking occasions and nourishing food. As more Filipino mothers work to provide for their family, there has been a decline in the occasion of cooking, thanks also to the rise of the millennial mentality, where independence and 'I can do it...

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