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Knorr 'Marco Pierre White’s Black Book' website

Agency: Tullo Marshall Warren

Client: Knorr

Digital and direct agency, Tullo Marshall Warren, has redesigned a website for Unilever UK Foods’ brand Knorr.

The stylish new website offers consumers a unique, virtual, one-to-one cooking experience with three-Michelin-starred chef, Marco Pierre White that will give them the inspiration to try something new.

TMW has developed the site to be highly innovative, using rich media to encourage consumers to engage with the brand.

Marco Pierre White is the brand ambassador for Knorr Stocks and is currently responsible for promoting Stock Cubes, Touch of Taste and Stock Pots. Unilever is targeting ‘foodies’, who have a real interest in cooking, such as ‘yummy mummies’ and mums, who are often time-poor but want fresh cooking solutions for their everyday family meals.

TMW, part of the Creston Group of companies, has created an eye-catching website, based on the concept of Marco Pierre White’s Little Black Book. The site has been built to deliver a positive brand experience, using a strong visual and sensual style.

Its proposition is deeply entrenched in Marco and Knorr’s cooking philosophy – giving consumers the knowledge and confidence to experiment and try new things, demonstrating that good food doesn’t have to be complicated.

Marco shares with consumers his favourite recipes ranging from every day family pasta dishes to dinner party classics and even dishes from his restaurants. Marco also shares his tips and techniques of the trade within his cooking tips section demonstrating how to make cooking a success through video and copy.

A new section has been created, Marco’s Masterclass, where consumers can learn from his Michelin-starred expertise on how to buy, prepare and cook great food. Unlike his performance on ITV’s Hell’s Kitchen, Marco’s tone is very relaxed as he is keen to impart his knowledge to give consumers greater confidence to try cooking new dishes.

Consumers can choose which recipes they wish to view at their convenience. In his video and texts, Marco takes consumers through a step-by-step approach to cooking and reveals his passion for cooking, flavour and tips on how to get the best out of ingredients by using Knorr and simple techniques.

In addition, consumers will have the chance to enter a prize draw each month with foodie focused prizes related to that month’s seasonal content. Furthermore, to support the launch of the Knorr website and the TV campaigns, banners will be posted both on lifestyle and cooking related websites.

The rich media banners give a taster of Marco’s secrets of cooking made simple and his personality.

Rebecca Bartolo, Account Supervisor, says: “We want to inspire consumers to try something new, and we feel that cooking with Marco Pierre White, who is considered to be one of the best chefs in the world, will increase their engagement with food and therefore the brand.

"The website is a great way to reinforce Knorr’s brand positioning, by demonstrating usage of the product through Marco and a strong visual style and feel which reinforces the brand values. Through video footage consumers will experience personal tuition from Marco and will develop the confidence to try new things, perfect their own skills at the same time to ensure maximum flavour and freshness from the dishes they create.”

Media contacts: Lorna Webley at Loudmouth PR. Tel: 01494 472226 Susan Perolls at Loudmouth PR. Tel: 0207 981 9858

AJR


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