Sauces activation romania


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Sauces activation romania

  1. 1. Sauces activation in RomaniaMaria Gavrilescu 2012
  2. 2. Campaign Structure June – Dec 20121. New world of Knorr 3. New world of Knorr ASK US CAMPAIGN TEST US CAMPAIGN June- August 2011 Sept – Dec 2011 4. Events Kits! 2. Sauces are good! Implementing recipes Campaign CampaignAugust 2011- Dec 2012 Sept- Dec 2011
  3. 3. Knorr tellsyou anythingyou want toknow.Ask Us!
  4. 4. Knorr Tells you everything you want to know. ASK US!Tool:Guide of Myths. Presentation title in footer 00 Month 0000 4
  5. 5. Knorr Tells you everything you want to know. ASK US!Tool:Websitewww.knorrpentrubucatari.roText means: Are you a professional chef?Knorr tells you everything you want toknow. Ask us!Live!
  6. 6. Knorr tells you everything you want to know. ASK US!Tool:Ads in trademagazines41.000 copiesCall to action – go andask questions Presentation title in footer 00 Month 0000 6
  7. 7. Sauces aregood!August 2011-December 2012
  8. 8. What we need to do is to educate bothparties (operators & chefs + endconsumers) regarding sauces andtypes of meats.We need to make them understand thebenefits of serving meat with sauces(for operators that mean revenue, forchefs means innovation in menu, for endconsumer a better taste of the dish) andalso what type of sauce goes with acertain type of meat.
  9. 9. Objectives Desired outcome•Increase ROS – sauces in •Chefs use with more thanmore plates 20% more sauces by the end of the campaign•Increase coverage – sauces •To list the new range ofin more kitchens sauces in 30% of the active locations•Educate chefs and consumersSauce is good •Chefs understand the benefit of the Knorr sauces•Knorr is a professional brand categoryin which chefs can truly trust •Consumers start to•UFS is the brand that brings demand dishes that haveinspiration in all kitchens and saucestheir tastes (flavors) gavrilescu maria 2012
  10. 10. Targets CHEFS • 20% of the Romanian Chefs know how to use the sauces and they already use them – UFS need to provide them with more types of sauces and inspiration • 80% do not know how to use the sauces, or use them in 1-2 dishes – UFS needs to assume the role of Category Former and to start an educational campaign CONSUMERS • 20% of consumers are opened to new culinary experiences – UFS thought out its operators need to give support to the most desirables experiences • 80% of consumers are in the comfort zone, eating only traditional dishes (dry food)* UFS need to stat an educational campaign gavrilescu maria 2012
  12. 12. Discover the diversity of flavors and express your selfTrade materials with all 21 types of sauces gavrilescu maria 2012
  13. 13. Sauces dictionary – explains the 5 families of saucesTrade material gavrilescu maria 2012
  14. 14. Newsletters announcing the new range of saucesTrade materials gavrilescu maria 2012
  15. 15. Consumer communicationPR campaign • The 1st step of the communication on sauces was designed as a nonbranded campaign which purpose was to talk about sauces and about how good they are for customers’ gastronomic experiences, before the Test Us campagin and at least one year after, in order to change Romanians’ habit of eating meat dishes without sauces. • We got this insight about Romanians’ attitude towards food from the Omnibus study that we made in Romania in May, therefore we supported our communication about nonbranded sauces on this study whose results say that Romanians like to eat shaorma, pizza and meat without sauces, garnished with potatoes. gavrilescu maria 2012 15
  16. 16. Communication target » External non-commercial: Mass Media, Key opinion formers » External commercial: chefs, operators, direct clients consumers those who usually eat out of home, also at business meetings, and who know all types of cuisines and those who eat only at restaurants that they know and only dishes that they have tried before gavrilescu maria 2012
  17. 17. Why? • What we need to do is to educate both parties (operators & chefs + end consumers) regarding sauces and types of meats. We need to make them understand the benefits of serving meat with sauces (for operators that means revenue, for chefs means innovation in menu, for end consumer a better taste of the dish) and also what type of sauce goes with a certain type of meat. • Convince mass-media to talk about sauces because the information directly concerns customers and because the information that we give is not branded – therefore they won’t associate their names with a company. Communicate that it is a UFS campaign, but that we aren’t interested to communicate our name but to communicate through our professionals (chefs and nutritionist) why we should eat meat with menu, for end consumer a better taste of the dish) and also what type of sauce goes with a certain type of meat. gavrilescu maria 2012 17
  18. 18. PR tactics Sauce is good Continue the conversation started about sauces and about the benefits of eating meat with sauces • Make the media interested in the subject, by giving them tailored information about sauces that would interest their readers – information about afrodisiac sauces and about sauces that women and men could cook to impress their partners and their families – stories pitched in lifestyle magazines. • Start a cause online (on Facebook) for a Romanian sauce, to discover and create a Romanian sauce and talk to general media about the ingredients that a Romanian, traditional sauce should have (involve journalists in the process of finding the Romanian sauce) • UFS’ specialists (our chefs) to become journalists’ partners when it comes to talking and giving advice about sauces. gavrilescu maria 2012 18
  19. 19. PR tactics Sauce is good • Make our partners in the media realise that they can help UFS in educating customers to ask for sauces when eating out of home • Start the conversation about sauces also on social media, on channels that we don’t control, through our chefs – they will post in culinary groups on Facebook recipes with sauces that they prepare from scratch and ask for the community’s opinion about sauces in general. • Make interviews about sauces and eating with sauces, in general, with local chefs during Knorr makes your 4 promises campaign, without mentioning Knorr sauces and give the information to the local and general media. The subject – Cooking with sauce –a new competitive advantage that Romanian restaurants can capitalize on gavrilescu maria 2012 19
  20. 20. Results in words • A general publication with nationwide circulation asked UFS to give them a series of materials about sauces and realized a series of materials with sauces as the main subject. • Cooking and lifestyle websites used the information that we gave about sauces and started a conversation about sauces also asking for our specialists’ opinion (nutritionist and chefs) • We gained a strategic partner ( a website that makes the best reviews for restaurants, that publishes the information that we give them and starts conversations with its readers. We used to find out customers’ opinions about eating out of home – we posted a questionnaire with questions from WMR1 to help us when communicating the results of the study that we made in Romania (local WMR2 study) • Lifestyle websites ask us for recipes that are made with sauces. gavrilescu maria 2012 20
  21. 21. Results in pictures gavrilescu maria 2012
  22. 22. gavrilescu maria 2012
  23. 23. gavrilescu maria 2012
  24. 24. Knorr makes you 4 promises! Test Us! Sept - Nov 2011gavrilescu maria 2012
  25. 25. Knorr makes you 4 promises. Test us print ads gavrilescu maria 2012
  26. 26. Invitation to the road show+envelope gavrilescu maria 2012
  27. 27. Road show example of the hall gavrilescu maria 2012
  28. 28. Present Sample box = contains 7 samples &feedback flyer gavrilescu maria 2012
  29. 29. Newsletters before and after each event• gavrilescu maria 2012
  30. 30. gavrilescu maria 2012
  31. 31. - Chefs need inspiration as shown in our last market research - Chefs need to be fast in preparation process and maintain the same quality and taste for all dishes - Chefs need convenience products as are time savers - Chefs need new solutions as their job requires permanent innovation as a pressure from the owners - Chefs need a partner to understand their need and provide solutions• Owners need innovation for their business (need for differentiation)• Owners need fast end efficient solutions doubled by quality services and dishes• Owners need solutions to better sell their offer gavrilescu maria 2012
  32. 32. Events occasions and a sauce for every dish gavrilescu maria 2012
  33. 33. Recipes gavrilescu maria 2012
  34. 34. Next steps • Road show Test Us ◦ Oradea Event ◦ Bucharest Event ◦ Demonstrations, demonstration, demonstrations • Sauces are good ◦ Maintain conversation with mass media ◦ Involve owners in the conversation ◦ Make consumer our sauce demander ◦ Change attitude and habits towards sauces gavrilescu maria 2012
  35. 35. Thank you! gavrilescu maria 2012