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Launch of Knorrs new dinner creations

Sweden is the first country in Europe with the launch of Knorrs new dinner creations inspired by Mexico, Thailand, India and Italy. This was a true game changer for Unilever and Knorr as a brand, changing focus to a younger target group.
80 per cent of the counsumer doesn’t know what to eat for dinner when leaving work or school. To solve that problem, and inspire the consumer, we sent out a team to let the consumer get a taste of the world.

Our solution was to bring the food straight to the consumer and serve it in a modern way – right out of a food truck. Knorr food truck toured in the south of Sweden, visiting several cities. More than 20 000 people had a taste of Knorrs new creations and the dishes sold out in various stores.

Not only did we let the consumer get a taste of the world, we also wanted to give them the chance to experience it. A digital competition was arranged on Instagram. With a prize of traveling vouchers worth 25 000 SEK, the consumer was encouraged to upload a creative picture with Knorrs new dinners creations, using hashtag #middagför2. The most creative upload was announced the winner.