knorr
Launch of snackpots
Client: Knorr snackpots
Country: Belgium
Services: Strategy, Brand experiences, Advertising, Social media, Design studio
Sector: Food
Timing: 2017 - 2023
Question
While Knorr’s Snackpot range gained popularity in neighboring countries, Belgium presented a different challenge. With only one dominant A-brand in the market, Knorr faced the task of not just launching a new product category but also competing head-to-head with an established giant. The question was clear: how do we introduce Knorr Snackpots as a convenient and delicious alternative while shaking up the existing market leader?
Approach
To change this perception, we crafted a comprehensive marketing campaign that included the development of key visuals, a social strategy, TV assets, student influencer campaigns, and activations to be used throughout the year. Our goal was to create specific moments where the audience could trial the product, seeing, tasting, and believing in the Snackpots.
Results
The result was a 3 year launch plan equipped with a full 360° campaign from concept to execution, including sampling, activations, key visuals, and digital/TV ads. We put a special focus on engaging 18-25 year olds through VR activations and product sampling at student locations and festivals, creating brand experiences at festival campgrounds and during everyday student life (resulting in over 600.000 samples to be distributed in 4 years). This multi-channel approach ensured Knorr Snackpots were top-of-mind for the young, on-the-go audience. Ever since, Knorr had gained over 20% of the market share and is now a solid player in the snackpot-market.
