Campaign details

Brand: Knorr
Brand owner: Unilever
Lead agency: Initiative, Reprise
Contributing agencies: IPG Mediabrands
Country: Uruguay
Industries: Sauces, seasonings, condiments
Media channels: Content marketing Outdoor, out-of-home, Product placement, Social media, Television, Word of mouth, influencers
Budget: Up to 500k

Executive summary

Facing the challenge of positioning Knorr as a cooking solution with a natural flavour guarantee, the strategy was to become the main partner of the first Uruguayan cooking programme, MasterChef, with the brand claim 'With Knorr, we can all cook with flavour.' This claim matches perfectly with the spirit of the TV show, where amateur cooks prepare their best dishes.

We knew that this platform was the perfect place and environment for our brand and content to live, since during these programmes the audience is open to learning tips and new ideas – ideas that are perceived as helpful and interesting rather than simply advertising.