Knorr takes masterbrand status online
Knorr, the number one food brand from Unilever UK, is re-launching its website as part of a wider marketing strategy for 2013 communicating the brand’s quality and taste credentials as a cooking masterbrand.
Hosted at www.knorr.co.uk, the site is live now and forms part of a multi-channel, £12 million marketing campaign which will feature heavyweight digital activity - including a new UK Facebook page - as well as television and print advertising, experiential sampling and PR.
The refreshed website is part of a new strategy to demonstrate the brand’s commitment to quality and taste across its full portfolio of products. As part of the refresh, Knorr hasdoubled the recipe content covering top UK searches, as well as enhanced the user experience and will host even more new and inspiring recipes from Michelin star chef, Marco Pierre White. The site will also feature a ‘Buy It Now’ function, which will link through to the websites of several major retailers and allow consumers to purchase straight away.
Knorr will also use the platform to introduce its chefs, a 230 strong team of real chefs who are united by a love of food and a wealth of cooking expertise, who are the creators of every single Knorr product. The brandis the biggest employer of professional chefs in the world, whowork behind the scenes to develop and create quality products.
Lucy Walsh, Marketing Manager for Knorr at Unilever UK comments:“This year, through all of our brand communications, we’re championing our team of Knorr Chefs who work tirelessly across all of our products including Stock Pots, Stock Cubes, Gourmet, Touch of Taste and Gravy Pots, to ensure that every single Knorr product delivers exceptional taste and quality.
“The new website will allow consumers to discover more about some of our chefs that feature in our advertising campaigns, exploring recipes and cooking hints and tips from each of them as well as our special and unique stocks ambassador, Marco Pierre White. “We also have some exciting plans in place for the rest of the year which will continue to see Knorr supported both above and below the line.”
The new Knorr UK Facebook page launched in January 2013 and has already attracted 40,000 likes. Sitting on the Facebook page is The Knorr Kitchen Academy which encourages interaction from consumers tofind out what kind of cook they are and receive tailored recipe recommendations from the Knorr Chef that is most similar to them.Consumers can also win a place on a Knorr cooking masterclass with the Knorr Chefs in November 2013.
In addition to the digital activity, an experiential Knorr Kitchen was created for sampling activity and was placed at Westfield, Stratford to drive trial and encourage purchase of Knorr products in Waitrose. The Knorr Kitchen then travelled to the Ideal Home Show in March which also saw the brand sponsor the Gregg Wallace Seasonal Restaurant and place dishes created using Knorr products on the menu.
Knorr television adverts this year have seen Knorr Chef, Igor Zago, demonstrating Knorr Gravy Pots, as well as Marco Pierre White using Knorr Rich Beef Stock Pot in his Spaghetti Bolognese recipe and Knorr Chicken Stock Cubes in his ‘Chicken Challenge’. To see Marco, or one of the Knorr chefs, in action, visit http://www.knorr.co.uk/article/detail/395041/tv-adverts.
Knorr will continue to be supported throughout 2013 with activity set for The Knorr Kitchen to be present at various farmers markets throughout the summer to reinforce the brand’s quality and taste credentials, as well as additional TVCs airing later in the year.
IRI data to 18th June 2013
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