Knorr – Scotland Soup

Campaign in 1999 by BMP for Knorr soup in Scotland (where the brand in stronger than Oxo). By 1996, 20-year old campaign was becoming tired.
Agency: BMPAuthor: Sarah Watson

Taking Scotland and 'Soup' Out of Scottish Soup Advertising

INTRODUCTION

In 1998, BMP and Knorr became conscious that they needed to update their advertising for their stock cubes in Scotland. An award winning BMP campaign had been running intermittently since 1977 and had won folklore status north of the border. It appeared obvious to client and agency alike that the wellloved adverts would need a few relatively straightforward tweaks to modernise them and retain their hardearned brand associations. However, as this paper explains, although the campaign was rich in stockcube advertising properties, Scottish culinary...

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