Turning key insights into an emotional brand connection and championing the professional chef
Overview: The Knorr brand is known within the foodservice sector as the sponsor of the much-vaunted National Chef of the Year and Young Chef of the Year Awards. To celebrate this and the brand’s 180th anniversary, Knorr wanted to do something special.
Brief: The professional Knorr products are well known within the industry but have recently been losing market share to smaller bespoke brands; especially bullion products. With National Chef of the Year and their anniversary approaching, they wanted to use the opportunity to raise their profile with professional chefs from different working backgrounds.
Approach: I created a questionnaire asking chefs about their careers. From this, I worked with a copywriter to turn their stories into a compelling narrative, pulling the common themes together and creating a universal story of the journey they took; from the first day all the way through to becoming professional chefs. We left the brand and product out of the story, leaving time to create an emotional connection and only put the logo at the end with the words “with you every step since 1838”.
We also interviewed previous winners of National Chef of Year asking them to tell their stories and remember their first day or the first chef's knife they bought. The content generated was shown at the National Chef of the Year Award ceremony and edited into short films for social media getting chefs talking about their firsts.
