Food | WARC

What's working in sauces, seasoning and condiments campaigns

Article • WARC Category Intelligence, March 2018

Global strategies, campaign updates and trends in the sauces, seasoning and condiments category.

Case Study • Tahaab Rais, Anna Sadykova, WARC Awards, Shortlisted, Effective Social Strategy, 2019

Food brand Puck's Blue Jar Cheese used a gamification strategy delivered through Snapchat to appeal to kids and mums and fight off other breakfast alternatives in Saudi Arabia and the United Arab Emirates.

Knorr: Nature's Tastiest Experiment

Case Study • Paloma Ho, WARC Awards, Shortlisted, Effective Social Strategy, 2019

Knorr, the leading food and beverage brand, grew sales of its corn soup in Taiwan by creating an educational and interactive corn-planting experience, Nature's Tastiest Experiment.

Heinz Tomato Ketchup: The Taste That Grabs You

Case Study • Tangrams Strategy & Effectiveness Awards, Bronze, Video, 2018

Heinz, an American food company, promoted its tomato ketchup in India by launching a unique set of pre-roll ads on YouTube that encouraged viewers to skip the ads to leave the protagonist to eat.

Marmite: Spoiler-Mite – The Game of Thrones Spoiler Blocker From Marmite

Rankings • WARC Media 100, 2019

Marmite, the food brand, set out to appeal to TV show lovers by creating a ‘spoiler blocker’.

Marmite: The Gene Project

Rankings • WARC Creative 100, 2019

Marmite, the Unilever-owned food spread, launched a PR-heavy campaign in the UK that played on its "You either love it or hate it" message in a fresh way.

Sagawa Shoyu: The Soy Sauce Posters

Rankings • WARC Creative 100, 2019

Sagawa Shoyu, a soy sauce producer, proved the quality and beauty of its soy sauce products through a print campaign in Japan.

Heinz: Mayochup

Case Study • SABRE Awards, Best Use of Social Networks, In2, 2019

Heinz, a food-processing company, increased awareness of its new mayo product by asking consumers on Twitter if they wanted its Dubai-exclusive Mayochup product to launch in the US.

Unilever Group (Packaged Food)

Article • Euromonitor Profiles, February 2019

This Company Profile from Euromonitor provides key details and analysis of Unilever, the owner of brands such as Magnum, Knorr, Flora and Kellogg's.

Marmite: TasteFace

Case Study • Jack Trew, WARC Media Awards, Silver, Effective Use of Tech, 2018

Marmite, the food brand, used facial recognition in a web app to increase product trial in the UK.

Dalda: When an 80-year-old brand leads the change movement

Case Study • Aditi Jain, WARC Prize for Asian Strategy, Entrant, 2018

Indian cooking oil brand Dalda drove engagement and sales with a social movement campaign aimed at challenging gender inequality.

Tata Salt: Har Pal Ujjwal – Every Moment Illuminated

Case Study • Ramesh Bhaskaran, Minal Nayak, WARC Prize for Asian Strategy, Entrant, 2018

Salt brand Tata Salt appealed to communities in the rural state of Bihar in India with an experiential installation at the Chhath Puja pilgrimage site.

Kissan Ketchup: Kissan Tiffin Timetable

Case Study • Brajesh Dwivedi, Ruchir Bajoria, WARC Prize for Asian Strategy, Entrant, 2018

Dressings and spreads brand Kissan created an online recipe repository to raise awareness and drive category growth in India.

Reem Ka Steam: Penetrating the branded rice industry of Pakistan

Case Study • Nida Aslam Khan, Jami Moiz, Qashif Effendi, WARC Prize for Asian Strategy, Entrant, 2018

Rice brand Reem Ka Steam used digital and social media to launch its products into the local consumer market in Pakistan.

Royal: Sweet Celebration Surprise Taste Test

Case Study • Nicole Marie Miller, WARC Prize for Asian Strategy, Entrant, 2018

Heritage spaghetti noodle brand, Royal, used online video to reboot its Sweet Celebration dish bundle for the Christmas Eve celebration market in the Philippines.

Knorr Whatsfordinner Leave No Food Behind

Case Study • MMA Smarties, Gold, South Africa, 2018

Knorr, a food and beverages brand, brought recipe ideas to consumers in South Africa by using Facebook Messenger to launch a chatbot.

Kecap ABC: Putting mothers first with first press

Case Study • Dhiren Amin, Rahul Chawra, Dilip Garga, WARC Prize for Asian Strategy, Entrant, 2018

Soy sauce brand Kecap ABC put mothers first in an integrated campaign that turned around several years of sales and share decline in Indonesia.

Dabur Honey: Gaining weight by helping consumers lose some

Case Study • Ekta Relan, Srishti Jain Khandelwal, WARC Prize for Asian Strategy, Entrant, 2018

Dabur Honey created a multimedia campaign to grow its brand by increasing consumption in an ancient category and making it relevant to modern Indians.

Hellmann's Best Foods Best Recipes

Case Study • MMA Smarties, Silver, North America, 2018

Hellmann's/Best Foods, a brand of mayonnaise, took itself into the homes of consumers, providing them with recipes for every occasions, leading to a 12% increase in brand favorability.

How Kraft Heinz cracked a new category in Indonesia with innovation

Article • Low Lai Chow, Event Reports, CX Singapore Forum, August 2018

Kraft Heinz, a market leader in Indonesia’s chili category, sought to build brand equity and launch in a new category with content and product innovation.

Simplot: Have you eaten? How Leggo's reignited Australia's lost passion for Italian food

Case Study • The Communications Council, Bronze, Australian Effie Awards, 2018

Leggo's, an Italian cuisine brand, increased sales in Australia and established a clear lead over competitor, Dolmio with its character of an Italian-Australian Nonna.

ITC Ltd: The Viral Truth – As Pure As A Blessing

Case Study • SABRE Awards, South Asia, Superior Achievement in Reputation Management, 2018

Aashirvaad, a wheat flour brand from ITC Foods, created a media outreach campaign in India to dispel the myths that its products contain plastic.

Knorr: Love at First Taste

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

Knorr, a food brand, remade an old brand for a new generation globally by finding fresh insight in a stale category.

Kraft-Heinz: Pass The Heinz

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

Kraft-Heinz, an American food company, increased its market share in the US by linking its brand to the iconic 1960s show Mad Men.

Knorr: Bring back the failed western dish

Case Study • Albee Ting, Lydia Sun, Jessica Kou, Cathy Yang, WARC Awards, Entrant, Effective Social Strategy, 2018

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