Knorr conducted research that found millennials prefer personalized food brands with a story over mass-produced brands. To connect with millennials, Knorr launched a "Love at First Taste" campaign matching singles based on shared flavor preferences. The campaign included a viral video and generated over 1 billion impressions. It increased Knorr's brand appeal among millennials by 10 percentage points and was the most watched ad of 2016, successfully positioning Knorr as a solution rather than part of "Big Food".
During my time in my "Advertising" Course at Ithaca College, I worked in a team to produce a mock advertising campaign for Mentos mints. This pan provide information from our situational analysis, to strategy to creative executions.
During my time in my "Advertising" Course at Ithaca College, I worked in a team to produce a mock advertising campaign for Mentos mints. This pan provide information from our situational analysis, to strategy to creative executions.
We were to create an IMC plan in order to execute our strategies for H&M. We created a new campaign with a "home sweet home" theme in order to expand their H&M Home line in other major cities. We also made recommendations for H&M in terms of PR, media, advertising, and etc. This is a PDF version of our IMC plan that also includes designs of our H&M Home Loyalty program cards, advertisement, and screenshot examples of social media. Template/designs by Savannah Kuang and loyalty program design by Mekynzi Sotello.
This Brand Audit Presentation analyses the brand M&M's in the UK market, and covers the following content:
- Brand Overview,
- Brand Value Proposition,
- Current Brand Communications Audit,
- Category Audit,
- SWOT Analysis, and
- Key Recommendations.
This complete deck is oriented to make sure you do not lag in your presentations. Our creatively crafted slides come with apt research and planning. This exclusive deck with twenty-three slides is here to help you to strategize, plan, analyze, or segment the topic with clear understanding and apprehension. Utilize ready to use presentation slides on Brand Activation PowerPoint Presentation Slides with all sorts of editable templates, charts and graphs, overviews, analysis templates. It is usable for marking important decisions and covering critical issues. Display and present all possible kinds of underlying nuances, progress factors for an all-inclusive presentation for the teams. This presentation deck can be used by all professionals, managers, individuals, internal external teams involved in any company organization.
The aim of this report was to identify limitation in Trinity Kitchen’s current Digital Marketing strategy and through the analysis of the internal and external analysis, propose SMART objectives.
An in-depth analysis of Trinity Kitchen’s digital marketing activities was conducted to highlight their current position, and provide direction through the use of objectives. These were them implemented into a Gantt chart to give a specific time frame, and make the objectives SMART.
Nestle has an unenviable record, that of being the company subject to the longest boycott in history. Nestle accounts for 23% of the global baby food market having a distribution network in over 140 countries. Since 1977, when the boycott started, Nestle have been subject of criticism by many organisations and pressure groups for their aggressive promotion of powdered baby milk, especially in emerging economies and the developing world.
We were to create an IMC plan in order to execute our strategies for H&M. We created a new campaign with a "home sweet home" theme in order to expand their H&M Home line in other major cities. We also made recommendations for H&M in terms of PR, media, advertising, and etc. This is a PDF version of our IMC plan that also includes designs of our H&M Home Loyalty program cards, advertisement, and screenshot examples of social media. Template/designs by Savannah Kuang and loyalty program design by Mekynzi Sotello.
This Brand Audit Presentation analyses the brand M&M's in the UK market, and covers the following content:
- Brand Overview,
- Brand Value Proposition,
- Current Brand Communications Audit,
- Category Audit,
- SWOT Analysis, and
- Key Recommendations.
This complete deck is oriented to make sure you do not lag in your presentations. Our creatively crafted slides come with apt research and planning. This exclusive deck with twenty-three slides is here to help you to strategize, plan, analyze, or segment the topic with clear understanding and apprehension. Utilize ready to use presentation slides on Brand Activation PowerPoint Presentation Slides with all sorts of editable templates, charts and graphs, overviews, analysis templates. It is usable for marking important decisions and covering critical issues. Display and present all possible kinds of underlying nuances, progress factors for an all-inclusive presentation for the teams. This presentation deck can be used by all professionals, managers, individuals, internal external teams involved in any company organization.
The aim of this report was to identify limitation in Trinity Kitchen’s current Digital Marketing strategy and through the analysis of the internal and external analysis, propose SMART objectives.
An in-depth analysis of Trinity Kitchen’s digital marketing activities was conducted to highlight their current position, and provide direction through the use of objectives. These were them implemented into a Gantt chart to give a specific time frame, and make the objectives SMART.
Nestle has an unenviable record, that of being the company subject to the longest boycott in history. Nestle accounts for 23% of the global baby food market having a distribution network in over 140 countries. Since 1977, when the boycott started, Nestle have been subject of criticism by many organisations and pressure groups for their aggressive promotion of powdered baby milk, especially in emerging economies and the developing world.
Unilever teamed up with Trinity Mirror to encourage communities to join in The Patron's Lunch celebrations, with a four-page pull out providing tips, tricks and recipes on how to host the ultimate local street party.
With Conagra Foods as our client, we used research to reach an insight and devised a plan to put Orville Redenbacher's Popcorn in center stage. Moms were our target and in order to connect with them, we designed ads for social media and in store displays.
Our team worked to make an advertising booklet with a brand activation plan for Harvest Snap Peas. In our plan we made ad placements and marketing recommendations for Harvest Snap Peas.
Modernizing Iconic Brands in the Digital Age - Social Media Masters SummitDigital Megaphone
Iconic brands Marie Callender’s, Orville Redenbacher’s and Reddi-wip have been adored by consumers for generations. But as a new era of shoppers comes of age, those brands are challenged to stay relevant. Conagra Brands is using a wide range of contemporary tactics and experiences to keep these brands fresh and dynamic.
Jon Harris, Senior Vice President & Chief Communications Officer at Conagra Brands will share how his team is breathing life into these classics and reaching a targeted audience though customer listening, relationship building and unique experiences.
‘FEEDING IMAGINATION’: GOLDFISH
CRACKERS CRAFTING SUCCESS
THROUGH CREATIVE CAMPAIGNS
Goldfish Crackers was dealing with the hurdle of stagnant growth and rising competition
in the children's snack market. Failing to tackle these obstacles could result in the brand
losing market share and profitability. There was a disconnect between parents' aspiration
to foster their children's creativity and the brand's image as a basic snack choice.
As the culinary marketing vertical has evolved, so too has the way brands and entities are engaging with this massive audience, which we now recognize as a Food-Connected consumer. In the pages that follow, we provide some background information on the culinary marketing as a whole and examples of how brands and entities are leveraging this powerful medium.
FIS are a food consultancy firm. Each year we publish our Foodservice Trend Book which is a source of inspiration and culinary reference to all professionals in the food and beverage industry. Get in touch to find out more!
The French Revolution, which began in 1789, was a period of radical social and political upheaval in France. It marked the decline of absolute monarchies, the rise of secular and democratic republics, and the eventual rise of Napoleon Bonaparte. This revolutionary period is crucial in understanding the transition from feudalism to modernity in Europe.
For more information, visit-www.vavaclasses.com
Unit 8 - Information and Communication Technology (Paper I).pdfThiyagu K
This slides describes the basic concepts of ICT, basics of Email, Emerging Technology and Digital Initiatives in Education. This presentations aligns with the UGC Paper I syllabus.
The Roman Empire A Historical Colossus.pdfkaushalkr1407
The Roman Empire, a vast and enduring power, stands as one of history's most remarkable civilizations, leaving an indelible imprint on the world. It emerged from the Roman Republic, transitioning into an imperial powerhouse under the leadership of Augustus Caesar in 27 BCE. This transformation marked the beginning of an era defined by unprecedented territorial expansion, architectural marvels, and profound cultural influence.
The empire's roots lie in the city of Rome, founded, according to legend, by Romulus in 753 BCE. Over centuries, Rome evolved from a small settlement to a formidable republic, characterized by a complex political system with elected officials and checks on power. However, internal strife, class conflicts, and military ambitions paved the way for the end of the Republic. Julius Caesar’s dictatorship and subsequent assassination in 44 BCE created a power vacuum, leading to a civil war. Octavian, later Augustus, emerged victorious, heralding the Roman Empire’s birth.
Under Augustus, the empire experienced the Pax Romana, a 200-year period of relative peace and stability. Augustus reformed the military, established efficient administrative systems, and initiated grand construction projects. The empire's borders expanded, encompassing territories from Britain to Egypt and from Spain to the Euphrates. Roman legions, renowned for their discipline and engineering prowess, secured and maintained these vast territories, building roads, fortifications, and cities that facilitated control and integration.
The Roman Empire’s society was hierarchical, with a rigid class system. At the top were the patricians, wealthy elites who held significant political power. Below them were the plebeians, free citizens with limited political influence, and the vast numbers of slaves who formed the backbone of the economy. The family unit was central, governed by the paterfamilias, the male head who held absolute authority.
Culturally, the Romans were eclectic, absorbing and adapting elements from the civilizations they encountered, particularly the Greeks. Roman art, literature, and philosophy reflected this synthesis, creating a rich cultural tapestry. Latin, the Roman language, became the lingua franca of the Western world, influencing numerous modern languages.
Roman architecture and engineering achievements were monumental. They perfected the arch, vault, and dome, constructing enduring structures like the Colosseum, Pantheon, and aqueducts. These engineering marvels not only showcased Roman ingenuity but also served practical purposes, from public entertainment to water supply.
Palestine last event orientationfvgnh .pptxRaedMohamed3
An EFL lesson about the current events in Palestine. It is intended to be for intermediate students who wish to increase their listening skills through a short lesson in power point.
Introduction to AI for Nonprofits with Tapp NetworkTechSoup
Dive into the world of AI! Experts Jon Hill and Tareq Monaur will guide you through AI's role in enhancing nonprofit websites and basic marketing strategies, making it easy to understand and apply.
A Strategic Approach: GenAI in EducationPeter Windle
Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
2. Background
Knorr is the world's ninth-largest consumer packaged goods company under
the Unilever company, serving 320 million people every day in 87 countries. For
178 years, family cooks and professional chefs have trusted its cooking items,
which range from stock cubes and soups to sauces and recipe kits.
The Knorr® brand is rooted in the passion of its chefs. The company's tradition
of innovation stems from the sons of its founder who started bringing new
ideas from overseas.
2
A big established food brand
3. The Challenge
3
Millennials weren’t buying into ‘Big
Food’
The main defectors: 18-35 year olds who
increasingly prefer small, personable
food brands
with a story to tell over mass-produced
food brands. Millennials preferred
experiences
Knorr was in danger of being classified
as ‘Big Food’ due to its market size and
long heritage - when in reality it had
continually reinvented itself over 178
years, being progressive in its products
through sustainability and its
communications, offering an unrivalled
passion for flavoursome, sustainable
food.
With Millennials about to make up half the global cooking
population, Knorr needed to ensure it was clearly seen as part of
the solution and not part of ‘Big Food’.
4. Target audience - Millennials
4
Millennials are the most
food-obsessed
generation. According
to Mintel, they spend
more on food than the
average family.
18-34 year olds are
disproportionate
spenders on food
They love cooking with a
passion
94% see cooking as an art
form
They’re vocal about
their food obsessions
For them, food is a means of
expression and a status symbol.
They’re the reason #food is one
of the biggest hashtags on social
media
5. Campaign Objectives
5
Establish an
emotional bond
with millennials.
Instead of
connecting with
them solely through
a product, connect
with them through
their day to day
lifestyle
Boost The brand
equity of Knorr
among millennials.
Recommendation,
differentiation, and
purchase
intent/market share
were the most
important metrics.
Get the word out
about Knorr.
Achieving one billion
earned impressions
internationally is the
ultimate test for us in
getting a share of
attention for Knorr.
7. The Insight Sequence
7
a quick way to sum
up their personality
and way of life.
FOOD AND FLAVOUR WAS USED TO DESCRIBE...
a way to start a
conversation
with strangers on dating
sites.
A way to
anticipate
compatibility.
8. “
“ flavor transforms everyday experiences
into meaningful moments ”
8
The Campaign :
Love at first taste
9. A quick study
9
The ‘Love at First Taste’
campaign was driven by a global
research project conducted by
Knorr, which questioned 12,000
people about their attitudes
towards flavour and its
importance in their lives.
78 percent of people said they
would be more attracted to a
partner who likes the same
flavors they are fond of
One in three claimed if their
partner liked different flavors,
they would be worried about
their long-term compatibility
10. Testing the theory - Taste test edition
10
Knorr conducted a social experiment
with a twist – pairing complete
strangers on a surprisingly intimate
first date.
Using the Flavour Profiler Knorr matched 14
singles by their flavour personalities - then
brought them together on a blind date in a
studio in London.
11. 11
Content
Film
“ Love at
first taste”
Check out this video
to see the reactions
between the couples
and the impactful
connections made
12. Creating buzz through multiple channels
12
Creating initial buzz
via influencers
Driving profile
shares
Launching the content
film via social media
Personalised recipes
and product
recommendations
16. 1.6 Billion Impressions
That’s a lot of engagement
+10% point increase in brand appeal
Total success!
1.27M click through rate
And a lot of users
16
17. “
Clearly it was love at first taste not sight!
17
“ Love at first taste
was the most chosen
to watch ad in 2016!
19. Conclusion
19
This campaign proved that providing compelling
data and material around Millennial passion points
can help marketers appeal to an attention-starved
younger demographic swiftly and successfully.
“Knorr is taking a lead in this exciting moment, where food culture really has become pop culture,
where chefs are the new celebrities and foodie bloggers can pull in millions of followers.”
- Ukonwa Ojo, Senior Global Director for Knorr
