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FMBX News
Posted: Jul 13, 2011
3sixteen and REL co-operate for Hellmann's and Knorr in Co-operative
Key brands, Hellmann’s (the UK’s no.1 mayonnaise brand) and Knorr, are coming together this summer to inspire family cooking with inspirational and easy to follow recipes and tips for BBQs and alfresco dining as part of an in-store promotional campaign. Supporting The Co-operative’s Outdoor Dining event, the in-store promotion will run across Co-operative Food stores throughout the UK with sampling in the top 60 stores.
Designed by marketing agency 3sixteen, the campaign begins in July and consists of a limited edition gift with purchase tea towel, Money off next purchase – with a Hellmann’s coupon affixed to The Co-operative burgers and a Knorr coupon affixed to The Co-operative chicken. Other activity includes POS, a branded email campaign to drive consumers to the www.goodwithfood.co.uk homepage and recipe cards.
To demonstrate the versatility of cooking with both Hellmann’s and Knorr, in-store brand ambassadors in 60 selected top Co-operative stores will prepare a simple Knorr inspired chicken recipe and hand out Hellmann’s Posh Brownies and ‘Inspiration bake boxes’. The hot sampling scheduled for the 22nd, 23rd, 29th & 30th July will be undertaken by REL.
The month long campaign will target mums who are seeking variety and enjoy cooking for their family, ensuring they have healthy meals with a little help from the odd jar, sauce or cube.
Sarah Hurle, Unilever’s customer marketing manager comments: “We’re confident that this promotional campaign will drive consumer awareness and highlight the versatility and usage of both the Hellmann’s and Knorr products.”
