Knorr has teamed up with TV show Come Dine With Me as part of a £2.7m brand refresh, that will see the stock cubes adopt ‘thermally reactive’ poster technology. The Unilever brand will run TV idents will be shown during episodes of the popular Channel 4 show and the initiative will span digital, PR and [...]

Knorr has teamed up with TV show Come Dine With Me as part of a £2.7m brand refresh, that will see the stock cubes adopt ‘thermally reactive’ poster technology.


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The Unilever brand will run TV idents will be shown during episodes of the popular Channel 4 show and the initiative will span digital, PR and in-store activations as well as a 'thermally reactive' OOH drive.
Designed to resonate with consumers during the cold winter months, the outdoor push will see 110 nationwide posters harness temperature sensitive technology. The advertisements will only appear during cold spells in a bid to lure in customers when "their interest in a warming bowl of soup peaks".
The brand's updated packaging communicates for the first time that the stock cubes are gluten free and underlines Knorr's "commitment to quality".
Of the 4,000 out of home adverts nationwide, 110 will harness thermally¬ reactive technology and will only appear to consumers as the temperature drops and their interest in a warming bowl of soup peaks.
The campaign coincides with a relaunch of the Knorr core stock cubes portfolio, including a new design which, for the first time, communicates on pack that the cubes are gluten ¬free, as well as bringing to life the core values of the brand and its strong commitment to quality and flavoursome products.
Knorr and Bovril UK & Ireland senior brand manager Vanni Cataldi said: “There are 650 million homemade soup occasions in the UK each year, but only 35% of them contain stocks, so there’s a huge opportunity for growth – particularly at this time of year when consumers are actively interested in health and homemade soups. If just 5% of homemade soup occasions not currently containing stocks were to add stock to the dish, this would add £2 million to the category in January alone. “The ‘free from’ market is one of the fastest growing categories in UK grocery, enjoying annual growth of +28% YOY, and now worth £380m. With our new redesigned packaging, consumers will quickly be able to pick out the perfect gluten ¬free Knorr stock cube for their home cooking.”