2015 Winners & Shortlists

The Campaign

Our challenge was to communicate the issue of Food Wastage in a way that is not does not challenge traditions .Being market leaders, we believed that we have a social responsibility to pursue and create awareness of food waste by educating people that food can be recycled and redistributed to improve quality of life. Phase 1 This phase was brought to life via a YouTube(custom channel) video that raised awareness and consciousness about food waste in consumers’ minds. This was also heavily promoted on Facebook to drive social conversations. Phase 2 On the 15th of Ramadan, we hosted the biggest Iftar Table in Cairo’s historic Citadel, ably helped by 40 chefs, 400 waiters and more than 500 volunteers recruited from our digital campaign, to feed over 3000 people. This event was covered by all major dailies and TV stations. Phase 3 We developed content to continue the conversation after the event in terms of hosting opportunities, press releases. In a welcome show of solidarity, Celebrity Chef Alaa el Sherbiniy endorsed the movement on Egypt’s number one cooking show “Lo2ma-Hania”, parallel to the online awareness. Results: •PR value of 1.3 Million Euro. •Free Ad value of 417,000 Euros, which is equivalent to 206 hits including premium media outlets, TV, videos, print, newswires, website and social media. •1,158 anti-food wastage pledges in 2 weeks, hosting the biggest Iftar table with 3,000 attendees including celebrities & Minister of Supply & Trade. •Donated 0.5 Tons of food •62K consumer interactions during the Learn-Cook-Donate activation.

The Brief

•Business objective: •Ramadan season forecast increased by 15% target •Increase Knorr value share by 1% MAT 2014 vs. MAT 2013 •Digital: •Reach of 2 million housewives. •Engagement rate of 4%. •Video views 1 million views. •500 online pledges. •PR Event: •Ensure that our big Iftar-table event would be highly success, by attendance and coverage by top rated channels in Egypt, like of Al Hayat , CBC...etc, celebrities and most importantly 2000+ needy Egyptians. •Generate hosting opportunities on nationwide top rated channels. •Below the line: •Reach 50K consumers through learn-cook-donate-activation. •Donate ½ ton of Knorr recycled food via Egyptian food bank.

Results

•Ramadan season forecast increased by 26.2% vs. 15% target •YTD-July-2014: •USG31.3% •UVG 17.9% •Bouillon value share increased by +1.7% (MAT-2013-MAT2014)-(79.2%) •Reaching 80.6% share mark in July2014. •PR value of 1.3Million Euro •Free Ad value of 417K Euros,which is equivalent to 206 hits including premium media outlets,TV,videos,print, newswires,website and social-media •1,158 wastage pledges in 2weeks hosting the biggest iftar table with 3,000 attendees including celebrities & minister of Supply-Trade •500 volunteers recruited from YouTube channel •Reach of 2.8 Million users,triple the current Knorr fan base on Facebook. •Average engagement rate was 5%;each post generated over 2,500 shares. •Waste video reach was 2,217,372 users. •True View campaign achieved a CTR of 4.02%,market average is 2%. •Masthead 1:Reached 5.1 impressions,while the average cross screen benchmark is 4.21-4.60 Million •Masthead 2: Reached 4,327,400 impressions,while the average cross screen benchmark for masthead is 4.21-4.60M •Donation 0.5 Tons of food •62K consumer interactions through learn-cook-donate activation.

Execution

Phase 1:Connect Launched a YouTube video(pre-rollads)to raise awareness,which was also heavily promoted on facebook and accompanied by a custom youtube channel, where consumers took pledges to support the cause.The YouTube channel was supported with three mastheads on YouTube throughout the 3 phases. We wanted to increase the consumer experience with face to face interaction in the form of “Learn,Cook,Donate” Phase 2:share 15th of Ramadan,the biggest Iftar Table was hosted in Cairo’s historic Citadel key note speakers from EFB,Minister of Supply & Foreign trade,Our own celebrity chef Alaa el Sherbiniy attended. The event fed 3K from EFB cases,400 waiters and more than 500 Volunteers recruited digitally. The event was covered by all major TV station and press,and their spill over on their digital asset. Phase 3:Continue We developed content to continue the conversation after the event in terms of hosting opportunities,press releases,chef Alaa,in addition to the always on strategy on Digitally.

The Situation

Food waste was an untapped subject in Egypt, according to Egyptian food bank, 30% of the food is wasted in Egypt and more than 3.5 million Egyptians that go hungry. Whilst people may recognize that wasting food is not good, they are bound by traditions to put more food than is required on the table for their guests as symbol of generosity and hospitality. Being market leaders, we believed that we have a social responsibility to pursue by creating awareness of food waste and educate people that food can be recycled and redistributed to improve the quality of life.

The Strategy

Knorr has been trying to be meaningful to consumers and be part of the spirit of Ramadan over the last couple of years. Stemming from the global platform of what’s for Dinner? localizing it “What’s for Iftar?”; Positioning Knorr as the ‘Go-to’ brand offering housewives products and ideas to cook for her family during Ramadan relieving her from her daily agony. Due to the huge clutter during this festive season, we had to stand out in a different manner to own the minds and hearts of our consumers, thus we created a customized YouTube channel. In Ramadan; much food is wasted through the cultural need to over provide as a symbol of status, yet millions goes hungry! Inspired from that brutal reality,“The food waste project”was born. That was tackled by hammering on their emotions in a special month like Ramadan where they are already very receptive to do good deeds