BRING THE FAILED DISHES BACK

TitleBRING THE FAILED DISHES BACK
BrandUNILEVER-KNORR
Product / ServiceWESTERN CREAM SOUP
CategoryA01. Food & Drink
EntrantDENTSU ONE Taipei City, CHINESE TAIPEI
Idea Creation DENTSU ONE Taipei City, CHINESE TAIPEI

Credits

Name Company Position
Judy Tao Dentsu One Taipei GM/ CCO
Hayley Wen Dentsu One Taipei GCD
Ben Chung Dentsu One Taipei ACD
Rex Chen Dentsu One Taipei AD
Winnie Cheng Dentsu One Taipei Copywriter
Timothy Yeh Dentsu One Taipei Copywriter

The Campaign

Cuisine comments, food photo posting… While everyone is showing off their food. There are a bunch of people moping for failure at the corner of the kitchen. To tell people to rise up where your dishes fall! Knorr present“Bring The Failed Dishes Back”. Step one We requested photos of western dishes made by netizens – but only failed ones. Without Photoshop, everyone can show their failures that they want to remake. Step two Collaborating with professional chefs, using “Knorr Western Cream Soup” and five easy tricks, we helped people turn their failed dishes into western delicacies of all kinds.

Creative Execution

Creative & Content Strategy: Bring the failed Western dishes back. Recruitment Phase: We encouraged and collected pictures of failed dishes of the netizens, and successfully drew discussion and attention on social media, created massive engagement of consumers. Remake Phase: Hiring a professional chef to remake the failed dishes with intriguing displays of photos and text, using Knorr Cream Soup to turn them into delicacies. The campaign altered the consumers’ cognition: even failed dishes could be turned into surprisingly tasty meals.

Results

# Follower Growth 344% # Engagement Rate 250% # Click Through Rate 256% # Website Browsing Rate 173% # Sales Growth 207%

“Knorr Western Cream Soup” is not only an instant soup but an ingredient of all kinds of western cuisines. We found that people think making tasty western cuisines is not easy. Therefore, we launched “Bring The Failed Dishes Back”. Step one We requested photos of western cuisines made by netizens – but only failed ones. Step two Collaborating with professional chefs, using “Knorr Western Cream Soup” to help people turn their failed cuisines into western delicacies of all kinds. With “Knorr Western Cream Soup”, everyone can easily make delicious western cuisines.

Our target audiences are female at the age of 35 to 49, who love to eat but rarely cook, and consider western food too complicated to process. And minor TA are existing customer base, who already love to cook. We found that not everyone can make tasty western cuisines easily. But with Knorr western cream soup, anyone can make five-star cuisines at home. Even the one who can’t cook can succeed!

Links
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