Knorrthe number one equity brand¹, is investing in a £4m campaign for its new red and white wine pots. The campaign, Give your appointment more with Knorr, stands in front of the new brand ambassador, Fred Sirieix. The investment includes a brand new TV ad, OOH placements and social media exposure on YouTube, Instagram, Facebook, TikTok and Pinterest.
Give your appointment more with Knorr aims to inspire Brits to break the monotony of midweek meals by highlighting the taste of popular dishes with Knorr Wine stock pots. The TV ad, which is set to go live on October 2, spotlights Fred making an ordinary weekday meal extraordinary using Knorr. In the ad, the Maître d’ rescues a couple’s midweek spaghetti bolognese dinner. With his charm and grace, he adds a pot of Knorr Red Wine Stock to the bubbling Bolognese sauce, making the meal worthy of an evening and proving that romance can blossom even on the busiest of evenings.
Knorr research shows that 32% of Brits often end up with a ‘boring’ dinner in the middle of the week, citing fatigue and a lack of planning². The brand’s new campaign looks to inspire consumers to get the most out of their favorite dishes by adding depth of flavor with a Knorr wine container so they can store their wine to accompany the meal.
Red and white wine stocks are the two fastest growing variants in the category. Data shows that 60% of consumers would buy Knorr Red Wine Stock Pots in addition to their other stocks³, driving category growth through incremental spending.
The campaign will extend its reach throughout October, sending over 130,000 stock container samples to ASDA and Tesco, alongside additional hot in-store sampling at Tesco and Sainsburys. In addition, ASDA stores will see branded shelves with Fred’s images, as well as a floor sticker to disrupt stocking.
Georgina Bradford, Marketing Director Nutrition UK & Ireland, says: “As the number one equity brand, Knorr is driving category growth with its new red and white wine containers. Knorr red and white pots have their own unique place in the cupboard alongside the wider Knorr range as they inspire new ideas for meals to make at home.
“Give your date more with Knorr” is to add flavor to our favorite home-made dishes, such as spaghetti bolognese, which is made 547 million times a year4. Now, our shoppers don’t have to open a bottle of wine to make this popular recipe. We are very excited to announce Knorr brand ambassador Fred Sirieix, who we believe is a perfect fit for this campaign.”
Fred Sirieix says: “I’m excited to be the Knorr brand ambassador and show how easy it is to create restaurant-quality flavor at home by adding a container of Knorr red wine. Just like a great recipe, the right ingredients can spark an amazing connection, and the new Knorr wine pots are the perfect ingredient for an unforgettable dish worth an evening.
¹ NielsenIQ, FSV Knorr Pots, 14 February 2024
² Yahoo style, The Free Library
³ Cambridge Market Research, Knorr Red Wine Stock Pot Research 18 December 2023
⁴ NielsenIQ, FSV Knorr Pots, 14 February 2024
Source: Knorr
