Knorr, the number one stock brand, is investing in a £4 million campaign for its new Red and White Wine Stock Pots. The campaign, Give Your Date Night More with Knorr, is fronted by new brand ambassador, Fred Sirieix. The investment includes a brand-new TV ad, OOH placements and social media outreach across YouTube, Instagram, Facebook, TikTok and Pinterest.
Give Your Date Night More with Knorr aims to inspire Brits to banish the monotony of mid-week meals by elevating the flavour of popular dishes with Knorr Wine Stock Pots. The TV advert, set to go live on 2nd October, spotlights Fred making an ordinary weeknight meal extraordinary by using Knorr. In the advert, the Maître d’ rescues a couple’s midweek Spaghetti Bolognese dinner. With his charm and charisma, he adds a Knorr Red Wine Stock Pot into the bubbling Bolognese sauce, making the meal worthy of a date night and proving that romance can blossom even on the busiest of evenings.
Knorr research shows that 32% of Brits often end up with a ‘boring’ dinner in the middle of the week, citing tiredness and lack of planning. The brand’s new campaign looks to inspire consumers to make the most out of their favourite dishes by adding depth of flavour with a Knorr Wine Stock Pot, so they can save their wine to accompany the meal.
Red and white wine stocks are the two fastest-growing variants in the category. Data shows that 60% of consumers would purchase Knorr Red Wine Stock Pots in addition to their other stocks, driving category growth through incremental spend.
The campaign will extend its reach throughout October, sending out over 130,000 stock pots samples across ASDA and Tesco, alongside additional in-store hot sampling in Tesco and Sainsburys. Additionally, ASDA stores will see branded shelves featuring Fred’s imagery, as well as a floor sticker to disrupt the stocks fixture.
Georgina Bradford, Marketing Director Nutrition UK & Ireland, says: “As the number one stock brand, Knorr is driving category growth with its new Red and White Wine Stock Pots. Knorr Red and White Stock Pots have their own unique place in the pantry, sitting alongside the wider Knorr range, as they inspire new meal ideas to make at home.
“’Give Your Date Night More with Knorr’ is all about adding flavour to our favourite dishes that we make at home, such as Spaghetti Bolognese, which is made 547 million times a year. Now, our shoppers don’t need to open a bottle of wine to make this popular recipe. We are extremely excited to announce Knorr brand ambassador Fred Sirieix who we feel is the perfect match for this campaign.”
Fred Sirieix says: “I’m thrilled to be the Knorr brand ambassador and show just how easy it is to create restaurant-quality flavour at home by adding a Knorr Red Wine Stock Pot. Just like a great recipe, the right ingredients can spark an amazing connection, and the new Knorr Wine Stock Pots are the perfect ingredient for a memorable dish that is worthy of a date night.”
