KNORR LUTONG NANAY FEEDING PROGRAM

TitleKNORR LUTONG NANAY FEEDING PROGRAM
BrandUNILEVER PHILIPPINES
Product / ServiceKNORR
CategoryA01. Fast Moving Consumer Goods
EntrantUNILEVER PHILIPPINES Manila, THE PHILIPPINES
Idea Creation UNILEVER PHILIPPINES Manila, THE PHILIPPINES
Idea Creation 2 OGILVYONE WORLDWIDE Manila, THE PHILIPPINES
PR UNILEVER PHILIPPINES Manila, THE PHILIPPINES

Credits

Name Company Position
Shayne Mercado OgilvyOne Worldwide Senior Project Manager
Jake Espina Ogilvy & Mather Advertising Account Executive
Alyssa Cortes OgilvyOne Worldwide Account Director
Carolyn Abrigo OgilvyOne Worldwide Creative Director
Renz Alajar OgilvyOne Worldwide Art Director
Maan Bernardino OgilvyOne Worldwide Engagement Strategist
Angela Nunez OgilvyOne Worldwide Account Manager

The Campaign

Based on Unilever’s studies, Filipinos ages 23-35 years old overwhelmingly agree that home-cooking helps build stronger family. But at the same time, 80% of respondents aged 23-27 claimed that they’re not confident in their cooking skills. This means that the next generation of Filipino cooks are ill-equipped to continue the tradition of home-cooked meals. Moreover, young moms from this group would rather buy fast food than prepare a nutritious meal at home. And few of them realize that this decision is contributing to the problem of malnutrition in the country. In order to get young Filipino moms on-board Knorr’s nutrition program, the brand had to remind them about the wonders of mom-cooked meals and its essential role in creating a happy and healthy home. Thus, the Lutong Nanay Nutrition Program was born – an effort that aims to battle malnutrition with one mom-cooked meal at a time.

Creative Execution

In 2015, Knorr unveiled the Lutong Nanay (Mom-cooked Meals) Nutrition Program, an integrated movement which aims to make nutritious meals regularly accessible for every child by empowering moms to provide this basic necessity. To achieve this, Knorr developed a 3-step model: • FEED – A wide-scale feeding program in partnership with World Food Program and Kabisig ng Kalahi • TEACH – Providing recipe booklets to key communities to teach moms (1) the importance of mom-cooked meals in a child’s physical and emotional growth and (2) affordable, nutritious and flavorful dishes they can prepare at home daily using Knorr products. This helps address one of the key barriers in alleviating malnutrition – lack of knowledge. • MAKE IT LAST – Supporting select moms in setting-up their own food-based businesses via a livelihood development module. This helps address the second key barrier in alleviating malnutrition – poverty.

Describe the success of the promotion with both client and consumer including some quantifiable results

Getting Into More Households After the first 5 months, we already saw an increase in preparation of more nutritious dishes (e.g. sautéed vegetables – 60% to 70%, soupy chicken and vegetables – 19% to 26%) and a decrease in preparation of fried dishes (52% to 44%). Moreover, dish penetration of Knorr products within sautéed dishes more than doubled from 12% to 26% and increased significantly within soupy kitchen (24% to 34%). The program helped Knorr end 2015 with 7% growth and leadership over Maggi, its biggest competitor in the Philippines. Getting Into More Hearts Those exposed to the Lutong Nanay assets also rated Knorr higher in terms of brand conviction (+9%), brand equity (+12%) and must-win attributes within the category.

Explain why the method of promotion was most relevant to the product or service

Knorr’s Lutong Nanay (Mom-cooked Meals) Nutrition Program empowered Filipino moms to prepare affordable, nutritious, and flavorful meals for their families. We turned them from passive participants of feeding programs to active partners in combating the 20+ year problem of malnutrition in the country. The sustainable and holistic nutrition program allowed Knorr to get into more homes and more hearts. Dish penetration of Knorr products more than doubled in key healthy dishes. Moms exposed to the Lutong Nanay program also rated Knorr higher in terms of brand conviction, brand equity and must-win attributes.

Knorr aimed to target the juggling female providers, Filipino moms who struggle to make-do with USD 10 per day for a family of 5 (Source: Social Weather Stations, 2009). As the primary influencer in every child’s nutrition, they play a key role in the sustainable solution for fighting malnutrition. However, 80% of them are not confident that they have the skills to prepare nutritious and flavorful meals from scratch. (Source: Internal Unilever Data) Thus, Knorr created a holistic nutrition program that invited moms and kids from the under-privileged areas in the country to learn about recipes that they can prepare daily for less than USD 2 for 3-5 persons. The brand reinvented the feeding program framework by turning moms from mere recipients of dole-outs to empowered partners in a long-term solution for a long-term problem like malnutrition.