Mummy Happy Tummy Happy
Knorr Soups
Challenge:
Despite being present in India for over 15 years, packaged soups have not been able to enter into the over crowded Indian food palette. They just could never find the right time slot for themselves.
Solution:
Own 7 pm as the perfect time to have Knorr soups. It’s the time when kids are just back from play and husband from office ; they are slightly hungry and dinner is still a few hours away. The mom at this moment is too busy making dinner so has no time to make an elaborate snack. She wants to give them something that will keep them satiated yet retain their appetite for dinner. Thus we needed to position Knorr soups as the perfect 7 pm snack that is tasty yet healthy
Results:
The 7 pm communication has a top of mind recall in most consumer visits and ad clinics. Knorr team also received the Director’s Award at the Annual Foods Conference this year.
