Creative Execution

We utilized UFS’s WeChat Account as the main reach channel for our campaign. And over the course of 3 months we created regular WeChat posts that drove Chefs to a Mobile Optimized H5 Campaign Website where they could view inspiring video content (the personal stories of 3 Chefs in Shanghai, Guangzhou and Chongqing who upgraded their kitchens and menus with the help of Knorr Sauces and the UFS Chefs). After viewing the videos the Chefs could also access interactive recipes (that utilized Knorr sauces), sign-up for Knorr sample packs so that they could trial the sauces for themselves, and enter a competition to win other service prizes.

Campaign exceeded KPIs for video views, sampling pack orders, competition and new WeChat fans, all with very limited media spend. Video Views – 5 million Sampling Pack orders – 55,000 UFS Upgrade Entries – 89,700 New WeChat Fans – 118,700

Brand awareness of the Knorr sauce brand range was limited, so we needed to find a way of creating buzz for the brand whilst also encouraging Chefs and restaurants to sign-up for Knorr sampling packs (to aid the UFS sales force team). UFS had a strong WeChat Fan following (~400,000 fans), so we chose to utilize this as the key reach channel. The big idea was We’re For Chefs – the idea that Knorr’s range of cooking sauces, together with the UFS team could inspire Chefs.