Unilever’s Knorr is one of the world’s largest food brands, with a wide range of soups, stock cubes, bouillons, seasonings, and sauces. Renowned for preserving both quality and freshness, it is sold in more than 87 countries around the globe.
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Unilever’s Knorr is one of the world’s largest food brands, with a wide range of soups, stock cubes, bouillons, seasonings, and sauces. Renowned for preserving both quality and freshness, it is sold in more than 87 countries around the globe.
To make sure this campaign hit home, Knorr had to find the right audience based on their affinity. Leveraging InMobi Audiences, the brand targeted young cooks, mindful shoppers, and budget seekers and reached them via top Casual Gaming and Utility apps. Additionally, to boost exposure, niche apps in these categories were also added to the mix.
For the creative and messaging strategy, the brand decided to create an experience that would engage multiple senses for the Filipinos and make them crave a bowl of Sinigang. Mobile was the platter on which Knorr served an interactive rich media unit – a Roulette featuring five mouth-watering Sinigang dishes. As Filipinos spun the wheel to a catchy brand jingle, the game stopped on one of the five recipes. A tempting call-to-action, “Get Recipe”, led them straight to Knorr’s website, where even more delicious recipes were ready to be explored and devoured. This game was a feast for the senses, leaving Filipinos hungry for more.
Considering rainy days are synonymous with warm, comforting dishes like Sinigang, Knorr wanted to reach Filipinos exactly when the crave for it. The brand employed weather targeting to deliver the rich media experience on mobile. This clever tactic helped Knorr reach Filipinos with hyperlocal ads served at the perfect moment – when the skies opened up, and the cravings kicked in.
The outcome? A campaign that hit the spot every time it rained!
With each downpour, Knorr’s Sinigang warmed hearts and homes across the Philippines.
The brand achieved success with its innovative use of mobile and unique weather targeting. The numbers speak for themselves and are simply delicious!
