Knorr stock is one of the company's best-selling products. In the first quarter of each year, Knorr therefore launches a loyalty campaign in Germany, Austria and Switzerland.
As in previous years, in 2016, the aim once again was to come up with an angle promoting the merits of the stock and challenging preconceived ideas.
IDEA AND IMPLEMENTATION
Panama designed visuals featuring a direct message from a chef. We used the quote "I don't use just any knife. And I don't use just any stock" to show that chefs rely on the quality of their stock in the same way as they
rely on the quality of their knife. To create an even more authentic result, the ads featured real chefs from each country in their kitchens.
The resulting campaign is a logical continuation of the previous one and yet has its own distinctive character. We chose a
powerful headline and real chefs to build on the success of previous stock campaigns in the German, Austrian and Swiss markets.