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Knorr
Love at First Taste

RAN IN: United Kingdom

CLIENT
Unilever

Cathryn Sleight (Global Executive Vice President)

AGENCY
MullenLowe London *Lead Agency

Rebecca Morgan (Managing Partner, Strategy)
Jenny Barthe (Senior Strategist)
Richard Ellis (Global Business Director)
Tom Hudson (Global Creative Director)
Bryan Carroll (Associate Creative Director)
Aroon Mukhey (Associate Creative Director)
Nicholas Kurs (Producer)
Margaret Keene (Executive Creative Director)
Mark Wenneker (Chief Creative Officer)


Edelman


PHD


Mindshare


IBM iX


SUMMARY

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%

CASE STUDY

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CASE VIDEO


Hero Medium: INTERACTIVE/ONLINE

Medium Featured On Video: BRANDED CONTENT ;CONSUMER INVOLVEMENT/USER GENERATED ;Viral (Consumer Involvement/User Generated) ;WOM (Consumer Involvement/User Generated) ;INTERACTIVE/ONLINE ;Brand Website/Microsite ;Digital Video ;Display Ads (Interactive/Online) ;Mobile/Tablet Optimised Website ;INTERNAL MARKETING ;PR ;SEARCH ENGINE MARKETING (SEM/SEO) ;SOCIAL MEDIA

Audience: New Audience

Objectives: New Audience; Young Men (20-35); Young Women (20-35)

Type: Business to Consumer

Classification: National

Language: English