Unilever Canada - Knorr Summer Food Festival

Multimedia Marketing and Event Planning

Background

Knorr is a famous and trusted brand with a long history from the Unilever family. Their high quality and wide selection of products are among many families’ favorite. However, as time passed by and other competitors flourished in the market, a brand new marketing strategy targeted to the Chinese Canadian was needed.

Campaign Theme

Besides helping Knorr in communicating to the target audience through effective media channels, eSeeNet also conducted a special event – Knorr Summer Food Festival. We invited famous restaurants who were also Knorr’s loyal clients to participate and increase the buzz of the event.

Our Work

eSeeNet used radio, newspaper and internet as promotional vehicle for the overall campaign. On print, advertorials of participating restaurants were featured. The public could download coupons of the participating restaurants from our portal site of www.eseenet.com. Radio ads were the main vehicles for promoting the key advertising message.
The climax of the campaign was the special event held in the newly renovated Aberdeen Centre in Richmond. Knorr Summer Food Festival was a two-day event. Chefs from participating restaurants used Knorr products to create various delicious dishes for the public to try out for free. In addition, the audience could take part in a market survey and lucky draw. The show’s highlight was the cooking demonstration by chef Li Yu-Chen. He was the former Taiwanese First Lady’s personal chef.

The Result

The overall campaign not only reinforced the household brand, it also established Knorr as quality products endorsed by industry professionals. Additionally, Knorr Summer Food Festival raised the bar of special events for the Chinese Canadian market. Over 2,000 people attended during the course of the event in 3 hours. Currently, eSeeNet is working closely with Unilever again on a charity event benefits the BC Children’s Hospital.