Food

Fresh, packaged and frozen foods both regular and diet/light.

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2017 SILVER

Love at First Taste

Love at First Taste helped Knorr, a 178-year-old cooking brand, attract a new generation of cooks. Our objectives were to grow brand affinity and purchase intent with Millennials. We tapped into an unexplored aspect of Millennials love for food, helped them discover their flavour personality and conducted an intriguing social experiment. Designing a campaign around shared passion points, rather than around products, helped us engage them enough to spread our story for free (62% of exposure earned) grow brand appeal +8% and increase purchase intent +12%

Brand: Knorr
Client: Unilever
Agency: MullenLowe London
Language: English

2017 SILVER

Love at First Taste

This is a story about remaking an old brand for a new generation by finding fresh insight in a stale category. Knorr needed to establish an emotional connection with a new generation, Millennials. "Love at First Taste" was a social experiment based on an insight from Millennial culture that flavor is personality. Our campaign asked a provocative question can flavor help you find love? Not only did we prove our hypothesis, we generated 1+ billion free impressions, grew brand equity measures that were flat for years, and got a new generation talking about Knorr.

Brand: Knorr
Client: Unilever
Agency: MullenLowe U.S.
Language: English

2017 SILVER

Estás para algo dulce

La marca necesitaba volver a conectar con sus consumidores. Por eso, teníamos como objetivos: - Incrementar las ventas +30% vs YA y +14% vs el objetivo,- Aumentar la penetración + 27%,- Generar impacto y conversación en torno a los antojos dulces y a lo que le pasa a la gente cuando tiene ganas de algo dulce, - Incrementar la presencia mental de la marca en los momentos en los que la gente quiere algo dulce.Para lograrlo, fuimos a escuchar lo que decían los dulceros en las RRSS y encontramos allí la big idea de una campaña multi-touchpoint: Estás para algo dulce, estás para un Danette, creada con la idea de convertir a Danette en la opción cuando tenemos ganas de algo dulce. Obtuvimos grandes resultados:- Se incrementaron las ventas + 47% vs YA. - Se incrementó la penetración +27%- En cuanto a los avisos, la visibilidad, impacto y recordación del branding correcto superaron los Benchmarks.

Brand: Danette
Client: Danone
Agency: Y&R Argentina
Language: Spanish