The Campaign

Sinigang is Knorr’s second biggest platform in the Philippines. The dish, a hot sour soup consisting of tamarind, meat/vegetables is one of the most prepared dishes. Launched 40 years ago, the mix successfully replaced the natural ingredient, with an 88% penetration rate amongst Sinigang preparations. Recently, the issue was there was no significant increases in penetration and consumption.There was a need to drive consumption by getting housewives to prepare the dish more often. The initiative, Asim Kilig campaign, had two objectives- highlight of full flavour distinct to Knorr, and how it delivers an unexpected,wonderful impact to the family.

Results

A good understanding of the Filipina mom was essential to thoroughly understand what Knorr Sinigang's role is in a Filipina woman's life. She is often described as the light of the family who addresses each family member’s concern.The insight was “Filipina moms are constantly finding ways to uplift her family’s mood especially after a tiring day at work/school.” In previous years, Knorr Sinigang highlighted the authentic sour flavour. But with the insight realized, the actual consumption experience, that distinct expression one get after consuming Sinigang, proved to be of great importance. Our objective: Make the Filipina mom prepare more sinigang by highlighting Knorr Sinigang's asim (sour) taste Invite: The Asim Kilig campaign, translated as a ‘sour tingle of joy’ launched through a thematic material which showed how a bowl of Sinigang, with the sour, tingling sensation it delivers, instantly transforms a family’s mundane moment into an exciting one. The main material was an MTV which highlighted Knorr Sinigang’s transformative experience( from mundane to exciting). Its key components-a memorable jingle and 3-step dance with the steps tikim (taste), asim (sour tingle), kilig (joy) , showed the asim flavor craved for in a Sinigang dish. Amplify: To maximize reach/awareness, the MTV was amplified through special executions in top shows, with celebrities doing dance tutorials. The jingle was also played on radio with high airplays. Experience: Malls, towns, and train stations were then transformed and brought the Asim Kilig Craze to the people.The activations spread the goodness of Sinigang through sampling & highlighted the song/dance.

Knorr Sinigang, although a consistent market leader, had to drive more excitement back to the category as the analysis showed the both consumption and penetration for Sinigang was flat in prior years.The launch of Knorr Sinigang's Asim Kilig campaign was created. Asim Kilig, when translated to English, literally means the sour tingle of joy. It is the experience that one gets once he/she has consumed a bowl of Sinigang, using Knorr. It drew its target market into preparing more Sinigang through a uniquely creative campaign consisting of a thematic TVC (highlighting the consumption experience), a music video, and on-ground activations around the country.

Knorr Sinigang reached its highest growth in half a decade at 13%, and grew faster than category at 7%. Knorr Sinigang mix, with a dish penetration of 88% is the only mix that has successfully replaced the natural ingredient. This year, it made more moms cook Sinigang with a +200 bps penetration increase. The KPI was to increase AWoP by 12g (from 228 to 240) via increase in frequency of purchase. The objective was met AWoP increasing by 13g from 228 to 241 via increase in frequency of purchase with 1 extra trip. The highest market share ever for Knorr Sinigang was attained 86% during the campaign. Outstandingly, it became part of pop culture and increased brand love, the jingle landed the top 13 most requested list with people submitting their renditions of the song and dance, and submitting their photos of the ‘asim face.’