the Syndicate, Metromind and MakeSense PR developed the “Ask Us” campaign, in which Knorr for Cooks brand from Unilever Food Solutions (gastronomical solutions specialized division of Unilever) offers to chefs, in an unusual way, info unknown until now about the product.
Ask Us! campaign was conceived as an answer to consumer’s information need regarding agriculture, ingredients and production processes Knorr for Chefs is based on.
The campaign is the 1st initiative through which a food service company is opening towards chefs, offering answers to their questions.
Ask Us! is the 1st stage of the campaign that relaunches Knorr for chefs. After teh 1st two months of conversations with the chefs, a Test Us! stage will follow, in which the products will be presented.
The campaign is declined on online, through www.knorrpentrubucatari.ro, print, PR and trade, with the purpose of openly talk with HoReCa operators and professionals chefs through all the channels they have access, in order to inform them as correct and complete as possible about Knorr for chefs brand.
Another instrument of communication during the campaign is Guide of Myths, a collection of answers for the most frequent questions received by now from consumers and professional chef all over the world. The guide can be downloaded here.
Ask Us! campaign was conceived at regional level by Pastel Age Group and is implemented regionally in Romania and Poland. In Poland, the agency that implements the campaign is The Change.
In Romania, from Unilever Food Solutions, Maria Gavrilescu – Channel Marketing Manager is the one involved in the campaign, as are the agencies: the Syndicate (trade), Metromind (online) and MakeSense PR (PR).
the Syndicate team includes Vali Vernea – Head of Trade Marketing, Mihaela Marcovici – Account Manager, Florin Olingheru – Art Director and Adriana Bestea – Copywriter.
Metromind is involved in the campaign with Gabriel Nedelea – Managing Director, Manuela Ponomarenco – Senior Account Manager, Alexandru Nicolescu – Project Manager, Octavian Rizea – Internet Marketer, Ionut Zamfir – Senior Creative and Victor Zamfir – Senior Developer.
MakeSense PR is represented by Raluca Bailescu – Managing Director, Cristina Blanaru – Senior PR Manager, Raluca Duta – PR Manager and Oana Coman – PR Executive.