Knorr: Daal challenge cooking helpline

This case study describes how Knorr, a Unilever food brand, used a 360-degree promotion campaign to set its Knorr cubes as a meat substitute in the minds of Pakistani consumers.

Knorr: Daal Challenge Cooking Helpline

Campaign details

Brand owner: UnileverLead agency: MindshareBrand: Knorr Country: PakistanIndustry Food industry (general)Media: Integrated, Internet - display, Internet - general, Internet - search, Magazines - consumer, Mobile & apps, Newspapers, Online video, Outdoor, out-of-home, TelevisionBudget: Up to 500k

Executive summary

Objective

Pakistanis love their meat and daal. However, meat is an unaffordable commodity for most. Knorr decided to introduce the concept of chicken cubes in daal/pulses, enabling households to obtain a substitute for meat. The challenge was to set Knorr as a...

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