Knorr: See a different side

This case study explains how Knorr Sides, a food brand, took a new approach to advertising in the US to reverse brand decline and increase sales.

Knorr: See a different side

UnileverB7; Show Me Consulting; Lowe and Partners

Summary

Knorr Sides needed a turnaround, one that could begin to build equity and free the brand from severe price dependency. The sides category was off-trend and losing relevance. Time was of essence, so the turnaround had to be driven by fresh communication without the benefit of product renovation or innovation (that would have delayed the program).

The team used a highly unorthodox approach to unlock a strategy that struck a consumer sweet spot – both a need and a trend.

A new campaign was launched in...

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