ICC: Knorr

ICC: Knorr

What are they actually doing ?

Knorr has achieved in 2015 99% brand presence thanks to its communication. Always in touch with its customers to launch new products and to communicate its brand values.

“Little touches, big happiness”, “Good food matters”, “dedicated to flavour” By focusing on the taste of its products Knorr consistently delivers the same messages to its consumers at every point of contact. The communication plan includes a diverse range of communication channels such as TV, Social networks and website.

TV:

TV adverts is the most important part of the communication strategy of Knorr, in UK their TV adverts focus on the most important products of the brand. Marco Pierre White a well-known chief in a 2 stars Michelin restaurant in London presents each of the products, saying how tasty he thinks they are and how much that will made your food taste good.

Social media:

It is important too. Knorr use Facebook, Pinterest and Youtube but Facebook is the the most relevant with more than 10 millions likes on their page, they used it to be close to the consumers, by giving them advices, recipes and responding to their comments. Youtube with 60 thousands followers, is using mostly as a relay of TV adverts and it does works with almost 20 millions views in the past 5 years.

Website:

http://www.knorr.co.uk is also important. With a lot of recipes, tips presenting by professional cookers. It also present the history of Knorr and the sustainability of its products witch is a very important matter for the customers nowadays.

Moreover when the brand launch new products it uses direct mailing to inform the consumer of this new products. In support of the media mix used traditionally this is very effective.

What we want to do ?

This communications are effective and Be Smart think that Knorr should keep them and our campaign will use it to target obese peoples. Our challenge is to adapt them to the new target. here is our project and our ideas.

TV and Youtube adverts: Younger and dynamic image

TV and Youtube are very interesting to target obese. Some very serious study says that obese spend much time watching TV. It is a very suitable point of contact for our target.

Actually the core message is that Knorr will make your food even more tasty, this match with needs of obese peoples who likes tasty food. We want to add to this message an healthy message in order to target peoples who are fighting against obesity.