Knorr Stock Cubes: How Thinking 'Local' Helped Topple The Brand Leader
Regional campaign for Knorr stock cubes. Target audience: housewives. Oxo was the market leader but less so in Scotland due to the tradition of home-made soup. Objective: to promote Knorr as an addition to home-made soup, and a good alternative to boiling bones. Media: TV (Scotland). Evaluation: positive long-term results in terms of sales, usage of Knorr, changes in soup-making behaviour. Proved that advertising contributed directly to profit.