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Knorr Soups 'dishes out' outdoor campaign blitzkrieg

By Surina Sayal , afaqs!, Mumbai | In OOH News | December 23, 2009
A hot bowlful of soup plastered across the city invites commuters to buy the product during the chilly winters

Some brands have their moments in the sun, thanks to seasonal advertising. While summers see cold beverage brands and soothing talcum powders frolicking their stuff, the chilly winters bring out not only blankets but 'blanket advertising' by some brands. This winter, it's the turn of Knorr Soups.

For its food brand Knorr Soups, HUL has launched a high impact outdoor campaign across cities, focusing mainly on metros with heavy winter seasons, especially in North India.

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The brand has launched a second phase of its high intensity campaign, taking up bus shelters, railway stations, Metro rail (in Delhi and Kolkata), hoardings, utilities and unipoles. The first phase of the campaign was carried out in October and November, with the second phase taking place in December.

While Lowe Lintas has worked on the creatives for Knorr Soups' '7pm' campaign; its outdoor agency, Aaren Initiative, has planned and executed it.

The creative shows ripe tomatoes with a bowl full of hot soup, where the cream in the soup is in the shape of the hands of a clock, depicting the time - 7 pm.

Vivek Lakhwara, chief executive officer, Aaren Initiative, shares, "The campaign was targeted at Indian mothers and kids, aimed at positioning soups as an ideal 7 pm snack satiating the pre-dinner hunger pangs. The out of home was supposed to be present in locations where the target consumer congregates, passes through regularly or purchases soup."

The creative idea stemmed from the dilemma of mothers related to unhealthy pre-dinner snacking. Indians are known to have very late dinners and children often get hungry in the evening, demanding unhealthy snacks to satiate this hunger. The mother is always worried that if she gives her child unhealthy snacks such as chips, the child may lose the appetite for dinner. Ideally, she would prefer to give her child something which is tasty, healthy and light. Thus, Knorr Soups has been positioned as a healthy alternative.

Lakhwara adds, "The brief given to the agency was to gain high share of voice, with an extensive awareness campaign of high reach and frequency, focusing important junctions, high congregation points such as railways and bus stops, as well residential areas."

Surabhi Shori, brand manager, Knorr Soups, says, "While a bigger chunk of ad spends for Knorr go to TV, outdoor plays an important role for us in key geographic areas such as Delhi, Mumbai, Kolkata, Lucknow and parts of Punjab, including Chandigarh and Amritsar."

After candy bar Snickers' 'Hunger bajaye char, toh snickers khol yaar' campaign, Knorr's campaign plastered across the city will not only invite people to buy the product during the chilly winters, but the '7pm' will also remind them that it is time for their evening snack.

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