Consumer Trends & Insight
Women In The World
Corporate Communications & Advisory
Flavour of Home
Flavour Of Home
Knorr is Unilever’s biggest brand. However, its communications have traditionally showcased functional, rational product benefits rather than tapping into the emotional power of food. Knorr needed to change that and get people to emotionally connect with the brand in a way they had never done before.
Research by Edelman Intelligence uncovered that people all over the world consider the greatest flavour on earth is the taste of home-cooked food. This would be our way into their hearts.
We set out to celebrate the Flavour of Home and bring to life Knorr's brand values - their belief in bringing flavour to people’s lives - by telling the highly emotional true story of a mother and daughter reunion, captured in a short film.
Carmen (an Arctic husky trainer living thousands of miles from her home and family in Portsmouth) deeply missed the taste of her mum’s home cooked food. So, unbeknownst to her, we flew her mum out to the Arctic to cook her favourite meal – a roast dinner with all the trimmings.
When Carmen was presented with the meal and tasted it, she could immediately tell that her mum had cooked it. And when her mum then appeared from the next room to surprise her, the two were emotionally reunited.
The film was launched in 11 countries with the support of three major media partners (Facebook, YouTube, Unruly) to help drive views and sharing. This combined social publishing, brand tracking, market coordination, community management, media relations, content partnerships (Buzzfeed, Upworthy) and media optimization more effectively than ever before.
Live social tracking enabled us to make fast, informed decisions about our launch strategy to maximise its reach and impact.
This integrated approach gave Carmen’s story the platform to do the job it was designed to do: namely, connect a global audience to the power of the flavour of home and build mass brand love for Knorr. And after a successful initial global launch in 11 markets, the campaign was extended to nine further countries, taking the total to 20 worldwide.
Global earned media reach
The film was named “Ad of the Week” in AdWeek and was the second most shared video of the week globally in Unruly’s Viral Video Chart and Brand Republic’s Campaign Viral Chart. The Drum, Campaign and Marketing Magazine were among the other publications to feature the film, contributing to a total global earned media reach of over 100,000,000.
Viewers were also highly engaged with the film, with 50% more of them watching to the end compared to other films of the same length. Retention rates on YouTube beat all previous Unilever benchmarks.
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