Campaign details
Brand: KnorrBrand owner: UnileverEntrant company: FP7 McCann, CairoMedia: Magna, CairoMarket: EgyptSector: Sauces, seasonings, condimentsMedia channels: Online video, Outdoor, out-of-home, Public relations, Social mediaBudget: Up to 500k
Executive summary
In 2019, poverty across Egypt owing to the economic climate, had resulted in an Egypt-wide hunger crisis.
Knorr, a food brand from Unilever, wanted to make a difference and create a meaningful role for itself in the lives of Egyptians. But it knew that a typical food donation campaign would not break through the clutter...