Love story of Knorr Meal Maker and Braised Dish

An integrated campaign to persuade Vietnamese moms to use Knorr Meal Maker for their daily braised dishes.

Meal Maker (MM) refers to seasoning products that help people to prepare the main dish in a quick and convenient way. Meal Maker is still a relatively small category in Vietnam, with moderate penetration & huge white space to tap into.

People still do not know about it. Even when they know, only small percentage actually tries it. The reason is, the Vietnamese moms are already familiar with how to cook from scratch (using salt, sugar & MSG), they do not see the reason why to change and as such are reluctant to change. So, the need of using Knorr Meal Maker products is not established to them.

The challenge

1. Creative challenge: We needed to help Mums realise that Knorr Meal Maker is a smart seasoning solution in the braise dish cooking process, fitting for them in their juggling lives.

2. Operational challenge: Consumers share the same expectation for the end result (guaranteed delicious dishes), yet consumers in North & South have regional differences:

   • Very different emotional feelings towards the products and triggers for trial (North: consistency; South: ease in mind).

   • Northern Vietnamese braised dishes also differ from Southern cuisine.

   • How to create one campaign that could address these differences with a minimum extra cost?

The big idea

Knorr Meal Maker and Braised Dishes - Meant to be together:

A love story of the perfect couple: Knorr and Braised dish could together make a great meal every time. The story was to establish the association and to explain how Knorr MM can always be the sidekick for moms when it comes to braised dishes.

The execution

One campaign with 1 big idea and two sets of creative assets for each region.

For example, each social content (FB post) had one creative template. The template was modified with relevant dish shots and wording for the targeted region before sending it to the media team for boosting geo-targeting FB ads.

A multichannel ecosystem was designed to instigate a reaction at every point:

• Social ads to drive awareness.

• The "Meant to be together" concept was utilised to create thematic promotions both online and offline.

• Offline sampling at a massive scale to drive trials

• Facebook competition about braised dishes was used to drive sharing & conversation.

• Content partnerships with social media influencers to create promoted recipe videos and testimonials.

The result

• Got people talking about Knorr: went well beyond the target of impressions, with impressive earned impressions through voluntary engagement, reporting and sharing.

• Grew market share: market share rose xx% during and just after the campaign.

Client: Knorr Vietnam

Creative agency: MullenLowe Vietnam

Media agency: Mindshare Vietnam