Stock brand Knorr has teamed up with celebrity maître d’ Fred Sirieix to promote its latest product, the Red and White Wine Stock Pots, in a £4m campaign aimed at transforming midweek meals into something special. The campaign, titled “Give Your Date Night More with Knorr”, will debut on 2 October with a new TV advert showcasing Sirieix rescuing a couple’s spaghetti bolognese with a Red Wine Stock Pot, turning an ordinary meal into a date-worthy dish.
This campaign highlights Knorr’s effort to inspire Brits to elevate the flavour of their favourite meals using its innovative stock pots, allowing them to save the wine for drinking. Research commissioned by Knorr revealed that 32% of Brits often find themselves eating ‘boring’ dinners in the middle of the week. The campaign aims to remedy that by encouraging consumers to add a burst of flavour with Knorr’s wine-infused stock pots.
Georgina Bradford, Marketing Director for Nutrition UK and Ireland, commented: “As the number one stock brand, Knorr is driving category growth with its new Red and White Wine Stock Pots. These products have a unique place in the pantry and inspire new meal ideas, particularly for home favourites like spaghetti bolognese, which is made 547 million times a year.”
She added, “We’re thrilled to announce Fred Sirieix as our brand ambassador, as he’s the perfect match for this campaign. Now, our shoppers don’t need to open a bottle of wine to make this popular recipe.”
A Nationwide Campaign
In addition to the TV ad, Knorr’s campaign will feature out-of-home placements and a robust social media push across YouTube, Instagram, Facebook, TikTok, and Pinterest. The reach will extend throughout October, with over 130,000 stock pot samples distributed across Tesco and Asda stores, accompanied by in-store hot sampling at Tesco and Sainsbury’s. Asda will also feature branded shelves with Sirieix’s imagery and floor stickers designed to catch the attention of shoppers in the stock section.
Fred Sirieix, best known for his role on First Dates, expressed his excitement about the partnership: “I’m thrilled to be the Knorr brand ambassador and show how easy it is to create restaurant-quality flavour at home with Knorr Red Wine Stock Pots. Just like a great recipe, the right ingredients can spark an amazing connection, and these stock pots are the perfect ingredient for a memorable dish worthy of a date night.”
Transforming Home Cooking
Knorr’s Red and White Wine Stock Pots are the fastest-growing variants in the category, and the company hopes this campaign will further boost their popularity by encouraging home cooks to enhance their meals with ease. The campaign seeks to highlight how a simple addition, like a Knorr Wine Stock Pot, can turn an everyday meal into something special, adding flavour without the need to open a bottle of wine.
With a mix of traditional and digital advertising, Knorr is aiming to reach a wide audience of home cooks looking to liven up their weeknight dinners. The campaign underscores the brand’s commitment to making delicious, flavourful meals accessible to all, while adding a touch of excitement to midweek routines.
Reference: https://www.slrmag.co.uk/knorr-date-night/
