Stocks brand Knorr is back on TV for the first time in three years as part of its £6m ‘#CheatOnMeat’ campaign.
Featuring cooking duo The Hairy Bikers, the TV ad aims to raise awareness of the brand and persuade consumers that meat-free meals cooked with Knorr stocks can taste as good, if not better, than meals made with meat.
In the ad, The Hairy Bikers surprise a staunch meat-lover who claims, “it’s not a real meal without meat”. The two chefs then proceed to show him the error of his ways by rustling up a meat-free sweet potato and bean chilli.
The campaign also includes online, social and PR activity alongside instore POS. There is also a BBC Good Food recipe takeover.
Fikerte Woldegiorgis, Foods Marketing Director for Knorr’s brand owner Unilever commented: “Increasingly more consumers are keen to cut down on meat for various reasons including health, environmental impact, or animal welfare. However, they just don’t know how to do that without sacrificing on taste or satisfaction. With Knorr’s rich flavor expertise, we are on mission to make meat-free meals an indulgence, not a sacrifice.”
