Shopper Innovation Awards: Knorr solves menu planning mystery

The brand picks up a Silver for its dedicated website and program to bring consumers easy meal solutions.
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Silver: Path to purchase

Research with family cooks and grocery shoppers revealed that, at 4 p.m. each day, three out of four Canadians don’t know what they are having for dinner. This prompted Knorr and its agency Ariad Communications to create “What’s for Dinner?” – a program that provides easy-to-follow recipes, cooking content, tools and inspiration for food, 365 days a year.

To get Knorr on shoppers’ grocery lists pre-shop, the brand launched a dedicated website with regularly refreshed recipe content. It placed mobile and rich media ads, created Unilever’s first responsive email program and distributed reusable grocery bags (which displayed a QR code driving to a new recipe each day) to homes across Canada.

In-store components included easy-to-follow infographic-based recipe cards, semi-permanent meal solution centres, temporary displays, on-shelf banners and recipe booklets, in-store sampling demos, customizable flyer templates for retailers, and on-pack meat stickers and recipe card holders.

“What’s for Dinner?” was present in every major grocery and mass merchandise retailer in Canada, with more than 10,000 executions. Knorr share grew 14 points, while the savoury food category in which Knorr competes saw a 3% decline.

The program garnered 70 million online media impressions as well as three million views of its digital meal ideas flipbook, while visitors spent an average of six minutes on the “What’s for Dinner?” site (triple that of Knorr websites globally). The app received more than 19,000 downloads, the brand tracked a 22% email engagement rate and it more than doubled its Facebook fan following.

Credits:

Brand: Unilever Canada
VP, brand building: Sharon MacLeod
Director of marketing, foods: Alison Leung
Marketing manager, savoury: Brenda Demers
Senior assistant brand building manager: Aaron Daniel, Jessica Van-Rooyen, Ashleigh Meilach
Shopper marketing team lead: Bill Carlson
Shopper marketing manager: Kristina Kovar, Toula Stathopolous, Stephanie Lombardi, Marie-Pierre Mathieu
Agency: Ariad Communications
Senior VP: Baron Manett
VP: Tracy Smith
Senior account director: Yvonne Anyon
Account director: Josh MacKinnon
Account manager: Ashleigh Johnson
Account executive: Danae Gagales
CD: Neil Woodley
AD: Vince Rozas
Senior editor: Mary Lynn Smith
Production manager: Teresa Baldesarra
Media: Mindshare
Social media & PR: Edelman
Shopper marketing: Integrated