Unilever – Solo Open Kitchen
Agency name: ENGAGE BBDO Client name: Unilever Category: Loyalty & Long-term Umbrella Campaigns
BACKGROUND
Market:
Solo is a local Belgian cooking margarine by Unilever.
Market of cooking margarines shows steadily decreasing volumes year after year.
Solo loses more than the market (average sales decrease of 8% per year) over 10 years.
Healthy products gain market share (competitors are : Alpro (soya), Becel (healthy low fat margarine), Bertolli (olive oils)
Solo took a lot of initiatives during those 10 years: TV campaigns, an own cooking magazine (Kreatieve Keuken), promotions, … nothing...