Unilever/Knorr: Pita Line

Knorr, a German food and beverage brand, promoted its special line of soup for Ramadan by creating the 'Knorr Pita Line' on mobile to help reduce queues for the Ramadan pita in Turkey.

Campaign details

Brand: Unilever / KnorrAgency: MindshareRegion: EMEA

Objectives

Ramadan is one of the most awaited and exciting times of the year for Muslims. For the entire day, those who celebrate wait for Iftar, when they are allowed to break their fast. The Iftar dinner always starts with soup and Knorr has a special Ramadan soup line that they wanted to introduce.

Target audience

Knorr decided to use smartphones because the youngsters who are in charge of getting pita are also power users of smartphones.

Creative strategy

In Turkey, the most important part of Iftar...

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