CLIENT
Unilever
Cathryn Sleight (Global Executive Vice President)
AGENCY
Rebecca Morgan (Managing Partner, Strategy)
Jenny Barthe (Senior Strategist)
Richard Ellis (Global Business Director)
Tom Hudson (Global Creative Director)
Bryan Carroll (Associate Creative Director)
Aroon Mukhey (Associate Creative Director)
Nicholas Kurs (Producer)
Margaret Keene (Executive Creative Director)
Mark Wenneker (Chief Creative Officer)
PHD
Mindshare
Edelman
SUMMARY
With Millennials increasingly buying into artisan food brands, Knorr’s big global brand risked being left on the shelf. Our insight, that the flavours we like say a lot about us, was brought to life as we helped people discover their flavour personality. Our social experiment, matching singles by flavour personaility, enticed audiences into spreading our story for free, earning 60% exposure through consumers sharing. The campaign became YouTube’s second most-watched campaign of 2016. Brand Favourability increased +10 percentage points Purchase Intent amongst Millennials by +14 percentage points.
