Stock cube maker Knorr has unveiled a new look and inked a sponsorship deal with Come Dine With Me as part of a £2.7m push to highlight the core values of the brand.
TV idents will be shown during episodes of the popular Channel 4 show and the initiative will span digital, PR and in-store activations as well as a ‘thermally reactive’ OOH drive.
Designed to resonate with consumers during the cold winter months, the outdoor push will see 110 nationwide posters harness temperature sensitive technology. The advertisements will only appear during cold spells in a bid to lure in customers when “their interest in a warming bowl of soup peaks”.
The brand’s updated packaging communicates for the first time that the stock cubes are gluten free and underlines Knorr’s “commitment to quality”.
Vanni Cataldi, senior brand manager for Knorr and Bovril UK and Ireland said: “The ‘free-from’ market is one of the fastest growing categories in UK grocery, enjoying annual growth of over 28 per cent year-on-year, and now worth £380m.”
Knorr has been championing the importance of flavour in its advertising since releasing its ‘Flavour of Home’ spot (below) in 2015.
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