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Innovative media strategy

The Knorr "Eat Colour" campaign aimed to showcase a soup brand which offers increasingly time pressured yet health conscious consumers the goodness of fruit and vegetables by concentrating on the vibrant, natural colours of the ingredients in the product.
The campaign positioned the soups as offering a colourful and healthy alternative to the ready-meal options on the supermarket shelves.
Its innovative approach used a high-concept idea to differentiate the products from other convenience foods by creating contrast between the vibrant colours of Knorr soups and an exaggerated colourless environment across television symbolising the blandness of ready-meal alternatives.

Creative execution

Knorr's parent company, Unilever, converted an entire commercial break on German TV channel RTL to black and white, punctuating this monochrome environment with the bright, vibrant colour of Knorr's TV commercials. In this break, the monochrome ads were those of other Unilever brands.

It was the media environment surrounding the brand that was altered to create impact rather than the ads themselves. This was replicated online on mono RTL and Knorr home pages.

Target audience

The strategy reflected that the professionally active target group is dependent on food preparation that is as convenient as possible due to their busy daily schedules without sacrificing healthy and enjoyable nutrition. The pre-promoted break and online activation was pin-pointed to fit within their hectic daily life to achieve maximum impact.

Effectiveness

This approach led to enormous PR coverage in the trade magazines. The ad break achieved 16% more audience share according to GfK Media, while the Knorr Germany website had a 20% increase in visits.