Knorr Digital, Case study KNORR SOUP IN EVERY STEW CAMPAIGN by Brandtone

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Industry Spices & Condiments
Media Digital, Interactive & Mobile, Case study
Market Ireland
Agency Brandtone
Released December 2012

Credits & Description

Agency: Brandtone
Category: Messaging Campaigns, including SMS, MMS and Mobile EmailMessaging Campaigns, including SMS, MMS and Mobile Email
Assistant Brand Manager: Aamina Shaik (Unilever)
Operations Executive: Greg Heraty (Brandtone)
General Manager Brandtone South Africa: Lynne Gordon (Brandtone)
Chief Operating Officer: Mark Naughton (Brandtone)
Head Of Software Development: Cearbhall Beggan (Brandtone)
Product Manager: Ronan O Callaghan (Brandtone)
Client Service Manager: Kandice Vardhan (Brandtone)
Group Financial Controller: Martha Newman (Brandtone)
Consumer Insights Manager: Niamh O’Gorman (Brandtone)
IT Operations Manager: Brian Purcell (Brandtone)
Marketing Director: Conrad Shezi (Unilever)
Brand Manager: Jennifer Dynne (Unilever)
Marketing Manager: Karen Lewis (Unilever)
Client Service Manager: Kelly Speirs (Brandtone)
Marketing Operations Manager: Marc Paxton (Brandtone)
Consumer Insights Executive: Maria Guadalupe Iribarne (Brandtone)
Database Marketing Director: Paul Allen (Brandtone)
Head Of Product/Innovation: Ruairi Jennings (Brandtone)

Brief Explanation
South African moms love to cook tasty sishebo’s - stews that keep their families happy and healthy. Almost three million stews are cooked every day in South Africa - and the essential ingredient for the tastiest sishebo’s? Knorr Soup! Our mission was to put a Knorr Soup in every Stew, increasing Knorr consumption to drive volume sales. We achieved this by interacting with moms in some of the most relevant places - in supermarkets and on their mobile phones. With mobile phone penetration in South Africa at 89%, we created a mobile campaign that was accessible, convenient and FREE to everyone – even cash strapped families were able to benefit from Knorr’s campaign! The mechanic was simple and easy for consumers to engage with:Step 1: Purchase a Knorr Soup and enter the unique code from every pack via FREE text message Step 2: Answer a few simple questions about yourself. Step 3: Receive a reward - free airtime, or a Knorr recipe tip, with loads of meal ideas for mom, using the specific soup flavour you purchased! ‘A Soup in Every Stew’ gained one of the largest levels of participation for a mobile campaign in South Africa. More than 3.6 million people engaged with Knorr! That equates to 1 out of 3 households in South Africa! For each consumer, we gathered valuable data such as where they live & shop, what language they speak, consumption habits and what other brands they buy.We received more than 11.5 million entries, and 95% of all consumers opted in to receive further communication from Knorr. We not only made Knorr moms smile, but Knorr volume grew by 9% – making the Knorr team smile too!The end result was more tasty sishebos, happy Knorr moms, and one step closer to a Soup in Every stew!