Knorr Brand to Roll Out Major Digital Marketing Campaign to Raise Its UK Profile
Knorr's parent company Unilever is investing in a £12m marketing campaign is an attempt to make it the number one culinary brand in the UK.
As part of this, they are launching an online community portal to introduce new shoppers to the full Knorr product range and recruit food enthusiasts to act as advocates. The platform will serve as a hub for the brand's digital activity - consumers will be encouraged to interact with the brand's team of 230 'Knorr Chefs', who are responsible for making each food product. Site visitors will also have new functionality to share recipes and make purchases.
Knorr UK Marketing Manager, Lucy Walsh, explained that the "refreshed" website will demonstrate the "Knorr Chefs" commitment to ensuring each product is presented in an effectively relevant way to consumers.
Walsh commented: "Digital forms an important part of our marketing this year too - consumers are increasingly searching for recipe content online, which is why we're doubling our recipe content available on the website and using digital to help direct consumers to their favourite and top-searched for dishes such as spaghetti Bolognese."
Print advertising, sampling and PR activity will support the hub, as well as Facebook activity designed to recruit fans for the brand's "Kitchen Academy", which offers members recipes that are tailored to their tastes. In addition, a TV campaign is set for launch later this year.