Knorr: Bring back the failed western dish

Albee Ting, Lydia Sun, Jessica Kou, Cathy Yang

Food brand Knorr used a digital campaign to show Taiwanese households that making Western dishes at home can be easy.

Campaign details

Brand: KnorrBrand owner: UnileverLead agency: PHD Taiwan, Dentsu One TaiwanCountry: TaiwanIndustries: Sauces, seasonings, condimentsMedia channels: Content marketing, Online video, Search marketing, Social media, Television, Word of mouth, advocacyBudget: Up to 500k

Executive summary

This campaign's marketing objective was to drive trial and market penetration (MMO 2.7% of total Taiwan households) for Knorr Western Soup.

The key challenge was to forge a strong association of Knorr's new products with Western recipes and make Knorr Western Soup a 'must buy' item during grocery shopping. We had to let consumers know...

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