KNORR SOUPS pri-Ka-Knorr Activation

BACKGROUND

Knorr Soup has become irrelevant in Filipino meals because of the influx of noodle soups which are more economical.

THE BRIEF TO AGENCY

Make Knorr Soups a part of Filipino meals. 

THE OPPORTUNITY

Filipinos are not fond of eating dry food. This is most obvious in the use of dips and sauces especially when eating dry, fried food.

THE INSIGHT

Filipinos are long-time fans of meal combinations—much like bento meals in Japan or lauriats in China. 

The most popular Filipino food combination is TAP-SI-LOG—a combination of fried beef strips (TApa), fried rice (SInangag), and egg (itLOG). The name TAP-SI-LOG is derived by combining syllables of the food elements in this popular food combination. 

This combination has permuted to include other viands like HOTdog (HOT-SI-LOG), PORK chop (PORK-SI-LOG), etc.

THE BIG IDEA

Make Knorr Soup part of Filipino meals by inventing a meal combination that includes fried food (PRIto), Rice (KAnin) and KNORR Soup. Thus, the creative handle, PRI-KA-KNORR, which is derived from syllables of the elements of this new food combination. 

Under the handle, PRI-KA-KNORR, other combinations may be derived such as, TAP-KA-KNORR (TApa, KAnin and KNORR Soup), HOT-KA-KNORR (HOTdog, KAnin and KNORR Soup), etc.

THE RESULT

The PRI-KA-KNORR Campaign has been the biggest and most effective Unilever Foods campaign in its history in the Philippines. It has surpassed sales targets in 2006. 

Because of the Campaign, Knorr Soup has been ingrained in the psyche and tables of Filipino families and has successfully penetrated Filipino pop culture.

The campaign was so successful, McCann-Erickson got the Unilever ABC, Best Advertising Award in 2007.

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