Hindustan Unilever Ltd has launched the latest marketing campaign for its Knorr Soups. Targeted at Indian moms and kids, Knorr’s new campaign redefines soup as the ideal healthy, tasty snack that satisfies the 7 pm pre-dinner hunger pang. The TVC featuring actor Kajol went on air on August 10, and is supported by a heavy 360-degree marketing programme.
The ad campaign has been conceptualised by Lowe Lintas’ Arun Iyer and directed by Gauri Shinde of Red Ice Production. The campaign will roll out across six cities – Mumbai, Delhi, Kolkata, Bangalore, Chennai and Pune – in a combination of print and TV commercials, larger-than-life outdoor innovations with real-life billboards and 3D technology for mall advertising, use of new media and interactive sampling experientials.
Elaborating on the new campaign, Sidharth Singh, Category Head - Foods, HUL, said “The big strategic thrust for Knorr in this re-launch is to find a role for soups in the daily Indian menu. Therefore, the aim for Knorr is to leverage the vacant spot between 5 pm and 8 pm as the perfect pre-dinner snack. Soup is ideal as a snack for its appetising quality that momentarily satiates one’s hunger pang without ruining dinner appetite, and Knorr Soups’ promise of flavourful nutrition does just that. Over the years, Knorr has become a synonymous brand for soups, and this campaign aims to strengthen our connection with consumers as well as fortify our market leadership position.”
Speaking on the communication strategy and challenge, Anaheeta Goenka, Executive Vice-President, Lowe, explained, “The key factor for creative was to communicate the mother’s dilemma and how Knorr Soup is the resolution. Also, it is a challenge to communicate such a low involvement product in an interesting manner so that it is ‘consumed’ well. That’s where came the creative idea of ‘children’s tummy talking’, culminating in the campaign idea of ‘Tummy bhi Khush… Mummy bhi Khush’. Hence, the campaign communicates the benefit of taste and health.”
Supporting the campaign, Knorr has roped in actor Kajol as the face of the product. The TVC opens with a little boy speaking with his stomach, begging for a snack as the clock strikes 7 pm. Upon hearing her son talking to himself, she questions him, to which he explains that it was not him but his stomach. Kajol responds that while his tummy says snacks at 7 pm, mummy says no as dinner will not be eaten. The boy wonders whether he should be listening to his ‘tummy’ or ‘mummy’, as Kajol moves into the kitchen muttering ‘tummy mummy’ to herself and reaches out for a pack of ‘yummy’ Knorr soups. The kid slurps the soup with the mother also happy.