Rascal Creative, has completed a new campaign for Unilever’s Knorr brand across two Asian markets.
The Leeds agency delivered concept, strategy and execution across television, print and social.
It won the brief following a competitive pitch to promote its range of “Meal Makers” – a variety of ready-mixed spices to improve Thai and Indonesian national dishes.
“The market was saturated with product focused messaging. To create cut through we focused on the human emotion that is felt when experiencing the unusual twist on a classic dish,” said Creative Director, Ben Ducker.
“Mix up the mid-week meal with a spoonful of surprise was the core thought that we executed using epic slow motion reactions of surprise and delight.”
For the Thai market, it produced a 30second commercial, backed by print and YouTube pre-rolls.
“Rascal impressed us with a campaign idea that was simple, compelling and stood out among the clutter of food advertising in Indonesia. Ben and his team delivered a fresh creative idea, focusing on the emotional consumer benefit instead of the traditional route of showing food shots, which helped to capture our consumers’ attention and convince them to try the new product range,” added Gill Choo, Global Brand Manager at Unilever.
“This project was shared internally as a best practice for progressive communications, while strengthening our consumers’ love of an already established brand.”
