SIDEKICKS SHAKER PROMO by DDB Toronto for Knorr

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SIDEKICKS SHAKER PROMO

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Industry Spices & Condiments
Media Promo & PR
Market Canada
Agency DDB Toronto
Director David Hicks
Executive Creative Director Andrew Simon
Art Director Paul Wallace, Shelley Lewis
Copywriter David Ross
Editor Brian Williams
Released August 2009

Credits & Description

Category: Best Use of TV & Radio in a Promotional Campaign
Advertiser: UNILEVER
Product/Service: KNORR FOOD PRODUCTS
Agency: DDB CANADA/TORONTO
Date of First Appearance: Aug 17 2009 12:00AM
Entrant Company: DDB CANADA/TORONTO, CANADA
Entry URL: www.sidekicks.ca
Executive Creative Director: Andrew Simon (DDB Canada/Toronto)
Art Director: Paul Wallace/Shelley Lewis (DDB Canada/Toronto)
Copywriter: David Ross (DDB Canada/Toronto)
Agency Producer: Andrew Schulze (DDB Canada/Toronto)
Director: David Hicks (Sons and Daughters)
Director of Photography: Adam Marsden (Sons and Daughters)
Line Producer: Rob Allan (Sons and Daughters)
Editor: Brian Williams (Panic & Bob)
Colourist: Bill Ferwerda (Notch)
Animator: Dennis Turner (AXYZ)
Audio Producer: Ted Rosnick (RMW)
Character Design: (Bigshot Toyworks)
Executive Producer: Dan Ford (Sons and Daughters)
Media placement: TV Spot - Global - 17 August 2009

Describe the objective of the promotion.
Create awareness for the fact that Knorr Sidekicks now has 25% less sodium.

Describe how the promotion developed from concept to implementation
The topic of sodium reduction has never evoked a lot of emotion in the hearts of consumers. But what if it were approached from a more light-hearted and surprising angle? Enter Salty and Pep. Through TV, Canadians were introduced to our lovable but ultimately dejected little salt shaker. Soon after, we made custom-made salt and pepper shakers available through a web offer that included product purchase.

Describe the success of the promotion with both client and consumer including some quantifiable results
Knorr Sidekicks sales rose 10%, surpassing Uncle Ben’s as the #1 brand in the category. We achieved the highest site traffic ever. And as for the promotion itself, we sold out of all 30,000 produced units in less than 3 months.

Explain why the method of promotion was most relevant to the product or service
We knew we could create consumer attachment to our salt and pepper shaker characters. We wanted to deepen this connection by allowing consumers to physically bring them into their homes and use them on a daily basis. In this way, Sidekicks would be always in the forefront of their minds.