Knorr was facing declining sales on their sides and pasta products as shoppers focused on produce and protein, located around the grocery store perimeter. Knorr briefed us to create a point of sale campaign that would entice shoppers into the center aisles and add Knorr sides & pastas to cart. Our strategy was to reposition Knorr sides as an essential ingredient in the main dish of dinner menus. By combining Knorr with your protein and veggie of choice, an easy flavorful meal comes together in minutes.

Dinnertime is also a universal daily ritual for partners to unwind and connect over a great meal. This strategic unlock informed the creative direction of our key visual: close up photography of Knorr’s hero recipe showing off bold appetite appeal. A steamy heart nodding to the care of a home cooked meal, and a CTA-driven headline positioning Knorr as the simple way to “make flavor your love language.”

We also created a robust production toolkit to ensure a cohesive look and feel for our KV to flex across in-store and digital assets for national retailers including Amazon, Albertsons, Kroger and Walmart.

Creative Director: Lindsay Harrison
ACD Art: Rob Verdino
ACD Copy: Cameron Ly
Art Director: Bari Baruch