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BC Dairy Foundation Insurance Corporation Of British Columbia Canadian Hockey Association Knorr SuperPages
KNORR
In Canada, Knorr was an established brand with incredibly low top-of-mind awareness. Through research, however, Palmer Jarvis DDB identified an intriguing new consumer segment called Adventurers. Members of this segment are young, creative, and while as time starved as the rest of us, rarely follow the exact instructions on the back of the packages.
With a budget that had been cut by 10%, a breakthrough branding campaign was the only option. The agency immediately rejected the idea of expensive food photography showing Knorr food prepared "our way." Instead, TV, print, outdoor, PR and guerrilla art portrayed everyday kitchen items in creative combinations that celebrated Knorr's uniqueness and inspired the target.
The entire Knorr brand is now growing ahead of both its competitors and the market overall in every advertised category, with an average growth of 20%.
Print
 Spoons Magazine |  Plates Magazine |
 Tongs Magazine |  French Onion Magazine |
 Pasta Magazine |  Clams Magazine |
Out Of Home
 Tongs Outdoor |  Plates Outdoor |
 Spoons Outdoor |  French Onion Outdoor |
Television
Plates
