2017 winner, Knorr, global brand - case study
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Millennials weren’t buying into ‘Big Food’. But for the big food brands things had become more challenging, with the top 25 food companies having lost $18 billion in market share since 2009.
The main defectors: 18-35 year olds who increasingly prefer small, personable food brands with a story to tell over mass-produced ‘Big Food’.
Knorr was in danger of being classified as ‘Big Food’ - on account of its size and long heritage - when in reality it had continually reinvented itself over 178 years, being progressive in its products through sustainability and its communications, offering an unrivalled passion for flavoursome, sustainable food.
With Millennials about to make up half the global cooking population, and already the biggest spenders and tastemakers in the food category, we needed to ensure Knorr was clearly seen as part of the solution and not part of ‘Big Food’.
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(Please note: parts of this case study may have been redacted for confidentiality purposes.)