Knorr: Confused Bhookh - A single ad satiated 1 lac hunger pangs

Knorr, a food and beverage brand, increased penetration and awareness in India by launching a free cup-a-soup with every midday newspaper.

Communication Goal

Knorr Cup-a-Soup with crunchy croutons is more than a soup; it's an instant & delicious snack - a perfect answer to evening hunger pangs.

Our goal was

  1. to demonstrate the convenience of Knorr Cup-a-Soup instant delicious guilt free snack which is a healthier alternative to regular snack.
  2. Increase penetration by 200 BPS.

Situational Analysis

Soups, a Rs 200 crore category has never been very popular in India. Except for at restaurants, occasions, Indians do not consume soup. Perceived as flavourless appetizer coupled with the fact that soup is tedious to prepare - boiling, mashing, straining & garnishing! If...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands