Lowe & Partners and GolinHarris sign the launch campaign for Knorr-Legume in Bucate

Advertising, Marketing

Lowe & Partners and GolinHarris sign the launch campaign for Knorr-Legume in Bucate (transl.: Knorr – Vegetables in the food), an integrated communication campaign that centers on the online platform Testulcondimentelor.ro, developed by  Lowe & Partners.

“Test and Knorr awards you” campaign supports the benefits of the new Knorr- Legume in Bucate product, that brings innovation in condiments world, as it has 10 times more vegetables than the granulated version.

Consumers played a key role in every stage of creating Knorr – Legume in Bucate, that is why we wanted to continue the dialogue with them and to activate them via a culinary platform. We decided to talk about the new product through experiences and to dare them to test it right in their kitchen. That’s how condiments’ test was born. The 1st step was to test the condiment ourselves, with help from Knorr cooks and bloggers

Anca Ditu

Account Director Lowe & Partners

5 bloggers were invited  by  GolinHarris and  Lowe to use the new condiment while cooking and  write about their experience. Afterwards, cooking fans were invited to participate to a contest that saw them uploading recipes on the website and having the opportunity to win, through a draw, a cooking set or small appliances.

We are trying to match Romanian consumers’ expectations and demands. Women were our inspiration in developing this product. They wanted vegetables, a lot of vegetables, big pieces of vegetables, as we make them at home, less salt and a perfect taste. This is the description of the ideal condiment and we are proud to offer it to Romanians the way they do want it, also in the revolutionary Knorr Legume in Bucate. We say it’s revolutionary because it has 10 times more vegetables in its content

Daniel Barbulescu

Marketing Manager Foods & Ice Cream Unilever

The integrated campaign signed by Lowe & Partners and GolinHarris ended at the end of November and consisted in TV ad, print and outdoor campaigns – adapted by Lowe & Partners, promotional activation mechanism, online, media relations. Also, the name of the new product –  Knorr– Legume in bucate – is an original creation of Lowe&Partners, agency’s press release states.

Lowe team involved in the campaign included Anca Ditu – Account Director, Mihai Fetcu – Creative Director, Elena Cernatescu – e-thinker and Corina Angearu – Account Manager – Lowe & Partners, together with Alina Popa – PR Manager, Raluca Mihaila- Events Manager, Roxana Diba – Social Media Officer – GolinHarris Bucuresti.

Unilever’s team included Daniel Barbulescu – Marketing Manager Foods, Ruslan Romaniuc – Brand Manager Savoury and Andreea Ionita  – Marketing Intern.