Knorr: "What's For Dinner?"

Agency: Ariad Communications

Section I — Basic information

Business Results Period (Consecutive Months): Sept 2012 – June 2013 (latest Business Results)

Start of Advertising/Communication Effort: September 2012

Base Period as a Benchmark: September 2011 – June 2012

Section II — Situation analysis

a) Overall assessment

For 175 years, Knorr has shown home cooks around the world how much we love food. Our passion for crafting great tasting meals has earned Knorr a prominent place in family kitchens. Easy preparation and the unparalleled flavour of Knorr products – including Soups, Sauces, Seasonings, Bouillon, Stock, Broth and Side Dishes (known as the Savoury category) – make us a dinnertime favourite with moms across Canada.

However, in the years leading up to 2011, the Savoury category was declining, with Knorr declining faster than the category (double-digits each year), driven by three factors:

  1. Competitive promotions conditioned consumers to purchase on deals. For instance, more than 70% of the Knorr Sidekicks business was being sold on discount.
  2. Competitors like Kraft, Campbell's and Uncle Ben's were bringing new innovations to market more quickly – driving consumer appeal and retail display support.
  3. Brand Health Checks told us that Brand Clarity was an issue, with consumers not knowing what Knorr stood for.