Campaign details

Brand: Knorr Bouillon Cubes
Brand owner: Unilever Philippines
Lead agency: Mindshare Philippines, Ogilvy Philippines
Country: Philippines
Industries: Sauces, seasonings, condiments
Media channels: Content marketing, Online display, Online video, Programmatic display, Social media, Television
Budget: Up to 500k

Executive summary

There were two main challenges facing Knorr Philippines: a decline in cooking occasions and nourishing food. As more Filipino mothers work to provide for their family, there has been a decline in the occasion of cooking, thanks also to the rise of the millennial mentality, where independence and 'I can do it on my own' principles are aplenty.

With these facts and insights, the brand sought to focus on the two things that Filipinos were veering away from: good and healthy food and parental appreciation and, specifically, appreciation of mothers.