DDB
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BC Dairy Foundation •
Clorox •
Canadian Tourism Commission Knorr Frozen Entrees • United Way Of The Lower Mainland |
Knorr Frozen Entrees
Unilever’s launch of Knorr Frozen Entrées would be one of its biggest – and possibly riskiest – for 2006. It was the brand’s first foray into frozen food and with a product 50% more expensive than its closest competitor, ads needed to overcome sticker shock, communicate product superiority and show skeptical consumers they didn’t have to sacrifice taste for the convenience of frozen. DDB needed to shake up the category and remove the stigma from frozen foods.
The resulting insight was simple: Frozen doesn’t have to be a bad word.
In the TV spot, the word frozen was bleeped out and a sweet-sounding voice-over delivered over tantalizing food images promised that Knorr frozen entrees were “unlike any f@%#*n dinner you’ve ever tried”, ending with the tagline: “Frozen doesn’t have to be a bad word.” A unique direct mail piece was created with temperature sensitive inks so the phrase “F - - - - -N delicious” changed to “Frozen meals can be this delicious” when it was placed in the freezer. And an e-mail campaign delivered the message along with a high-value coupon.
The fall-out? Some serious f@%#*n results. After only two weeks on air, the spot surpassed Unilever’s one-year aided awareness target. PR was also strong, including coverage in the National Post, Campaign Magazine, boards and a full-page feature in the New York Post. Sales were strong and immediate: Knorr is now driving growth in a declining category. According to August numbers from ACNielsen within the frozen main meals category, Knorr Frozen SKUs already rank among the top 20 products.
Television
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